SoLoMoBy:

Nico Escalona

Definition

• SoLoMo, short for social-local-mobile, refers to a more mobile-centric version of the addition of local entries to search engine results. 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

• SoLoMo is steadily gaining momentum. This intersection of social media, local merchants using location-aware technology for advertising and mobile device usage (SoLoMo) offers opportunities to retailers, marketers and consumers—and all have something to gain from this new trend

• Originating in the Hyperlocal movement that came into vogue a few years ago, SoLoMo has had to wait for the right technology to evolve and for mobile usage to reach critical mass. Increasingly, venues such as suburban malls, airports, city centers and other urban shopping areas—essentially, wherever a mobile consumer goes—will be hotwired with retail incentives and deals that compel shoppers to do what they do best: consume

• Each of these three platforms had existed for at least a couple years before 2010, but as Chien told Mashable, it wasn't until 2010 or even 2011 that they really started to mature and complement one another.

• Companies that are experimenting with the idea have already experienced positive results, making it a premise to keep in mind when planning your next marketing program.

• A social/local/mobile technique will help you to add a new level of precision to your campaigns that will reduce wasteful ad spend by reaching the right people at the right time with the right offer, ultimately increasing success.

• In the next 2 years, SoLoMo should be one of the biggest trends in the Internet.

• It would be an avenue for new innovative entities in the market