The talk on the grapevine is that this year is SoLoMo, and if you are feeling slightly lost, that is Social, Local and Mobile.

In marketing, we have all seen the major convergence of channels, and how social, local, and mobile work together as part of an integrated initiative. These three concepts reach to the very heart of a customer’s experience.

Social is what we all do as humans. It is all about how we interact, engage and share experiences, driving our behaviours and influence the behaviour of others.

Local is targeted, reaching out to deliver pertinent messages that are relevant to our immediate environment and handpicked to our tastes and location.

Mobile is key to our lives today. We are always on-the-go, and expect our products, services and experiences to follow suite.

Smart technology makes SoLoMo possible, allowing us as consumers of products and services to interact here and now. SoLoMo is revolutionary in its simplicity. It changes the way we access and process information.

Mobile applications now enable us to search for offers on products and services as we physically move into the area of consumption. Applications detect our location and provide directions. They push offers based on our criteria and location, and even allow us to like or share our experiences in real time.

SoLoMo ultimately provides a complete customer service solution, enhancing any purchased product or service. Mobile applications are fast becoming a key touchpoint in the brand experience and customer journey and integrating targeted loyalty programs into the mobile website experience will be key in delivering this customised user experience.

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