SoLoMo, a portmanteau for Social-Local-Mobile, which represents the convergence of social, local, and mobile media, especially in the context of smartphones, tablets, or other mobile computing devices.
To a marketer, SoLoMo is a complete paradigm shift — instead of pushing messages to a user, whether they be via a TV commercial, radio, or online ad, the message is pulled as a result of the users’ location and activity on social networks.
The term is pronounced as “sow-low-moe.”(1).
SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what’s available via a PC. (2)
Social-Local-Mobile Example – Samsung and Angry Birds
Samsung partnered with Angry Birds in an effort to maximize the capabilities of the TV experience in the stores. The goal was to get consumers to the store to play the game on the new TV.
JiWire was the mobile technology platform chosen to deliver location-specific ads to consumers near certain retail stores. Ads contained important information like the name and address of the retail store.
The ad included a share button to make it easier for consumers to share their experience with their network. Samsung used a sweepstakes offer to win a new TV to encourage the check-in behavior. (3)
References
- SoLoMo, https://www.zideate.com/definition/737/solomo
- Definition – What does SoLoMo mean?, https://www.techopedia.com/definition/28492/solomo
- SoLoMo Case Studies, http://www.strategicdriven.com/marketing-insights-blog/solomo-case-studies/
