It describes the SoLoMo’s usage for marketing across the various industries. It provides deep insight on what SoLoMo is all about and how it is implemented for getting better results than the traditional marketing strategies.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
10 trends reshaping digital - updated Q1 2016Beyond
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction in Q1, and which will reshape how we digitally interact with the world around us.
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
A new research study from creative digital agency Beyond, shows that the lack of concern over the privacy of Me Data - open, freely available, personal data - and the popularity of personal tracking apps is leading to a demand in self-optimization services like Google Now. These products and services will break out of the niches created by personal tracking apps, instead offering overall lifestyle self-optimization services based on several different strands of Me Data.
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER INTELLIGENCE PLATFORM THAT HEL...ellestyle
Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.
This is mandatory reading for marketers, developers, and investors who are interested in the SoLoMo space. I think we’ll look back on The SoLoMo Manifesto as a reference for where social, local, and mobile stood at the start of 2012.”–Mark Evans, Creator of the Geo-Loco and Social-Loco conferences.
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction, and which will reshape how we digitally interact with the world around us.
10 trends reshaping digital - updated Q1 2016Beyond
The cycle of innovation and iteration that digital is known for means existing concepts can suddenly find radically new trajectories. In this report, we highlight ten ideas that have been gaining rapid traction in Q1, and which will reshape how we digitally interact with the world around us.
Me Data - The Rising Opportunity for Self Optimization Apps Beyond
A new research study from creative digital agency Beyond, shows that the lack of concern over the privacy of Me Data - open, freely available, personal data - and the popularity of personal tracking apps is leading to a demand in self-optimization services like Google Now. These products and services will break out of the niches created by personal tracking apps, instead offering overall lifestyle self-optimization services based on several different strands of Me Data.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
These days it seems as if everyone is talking about how much a brand should be spending on smartphone and tablet advertising. We all need to stop thinking about smartphone allocations. Thanks to advances in user-to-device mapping, it’s now possible to understand all of the signals people send about what they want - regardless of the device they send them on. As a result, we now need to stop thinking about devices, and put our focus back where it belongs – on the consumer. Brands must learn to plan and execute programs “person-first,” letting the individual’s personal behavior govern the particular
spend level for each device channel.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
In this edition, we're covering:
RISE OF THE MACHINES • THE PRIVACY PARADOX VISIONS OF EXPERIENCE • NEW CARD TRICKS • MADE TO ORDER • CLASSIC/REFINED, CONTEMPORARY/DEFINED
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
What is SoLoMo, and why is it important for marketers? We explore the reasons why location-based mobile social is gaining momentum all over the world, and share 7 case studies of best-in-class SoLoMo marketing.
The Knowledge Graph is a knowledge base used by Google to enhance its search engine's search results with semantic-search information gathered from a wide variety of sources.
Consumers have become increasingly tech savvy, customizing their experiences and curating their minute-by-minute interactions with content, media and social networks. At the same time, the entertainment industry is booming, accelerating in pace and possibility. This has opened a whole new world of content-led marketing, though few brands have truly embraced this strategy to-date, putting real entertainment (and the budgets to support it) at the heart of their marketing. While not all brands can become a large-scale media entity, there is a valid case for making entertainment a permanent component of the marketing mix.
Today, brands should be asking: What content (not just message) is needed to tell my brand story? And how can this support my business ambition? The resulting strategy and breadth of content can then be applied across the year, leading to more opportunities to turn brands into true entertainment properties. The Ogilvy Branded Entertainment Assessment Model™ (Ogilvy BEAM™) brings rigor and consistency to the planning and measurement of this strategy.
At a time when brand stories must come alive through ongoing, multi-platform Branded Entertainment, the balance of logic and magic will bring out the inner greatness of brands.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
This report considers the digital trends that will emerge in 2013. It explores the most important cross-channel learnings for savvy marketers looking to improve their future communications strategies to deliver more engaging, efficient marketing campaigns that will capture the attention, and the spending power, of consumers tomorrow.
These days it seems as if everyone is talking about how much a brand should be spending on smartphone and tablet advertising. We all need to stop thinking about smartphone allocations. Thanks to advances in user-to-device mapping, it’s now possible to understand all of the signals people send about what they want - regardless of the device they send them on. As a result, we now need to stop thinking about devices, and put our focus back where it belongs – on the consumer. Brands must learn to plan and execute programs “person-first,” letting the individual’s personal behavior govern the particular
spend level for each device channel.
OgilvyOne Worldwide and OgilvyAction set out to discover how the growing penetration of smartphones influences the way people build brand preference and select, purchase and experience products in three representative international markets: the United States, the United Kingdom and Singapore. Marketers and retailers alike need to know where to focus their energies and how they can make the biggest impact on their bottom lines. The report reveals some surprising insights - conclusions that go against conventional wisdom - and some thought starters to identify the opportunities ahead.
In this edition, we're covering:
RISE OF THE MACHINES • THE PRIVACY PARADOX VISIONS OF EXPERIENCE • NEW CARD TRICKS • MADE TO ORDER • CLASSIC/REFINED, CONTEMPORARY/DEFINED
This paper is intended to educate mobile and internet users on the daily threats they face while using their cell phone, emails to communicate and browsing the web.
It contains current statistics on cybercrimes, online dating, web browsing privacy issues and so forth. Analyses case studies and offers solutions to protect your privacy.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
What is SoLoMo, and why is it important for marketers? We explore the reasons why location-based mobile social is gaining momentum all over the world, and share 7 case studies of best-in-class SoLoMo marketing.
The Knowledge Graph is a knowledge base used by Google to enhance its search engine's search results with semantic-search information gathered from a wide variety of sources.
Top 10 reporting interview questions with answerskidwellbrandon75
In this file, you can ref interview materials for reporting such as, reporting situational interview, reporting behavioral interview, reporting phone interview, reporting interview thank you letter, reporting interview tips …
Elements of E-commerce: How Digital Storytelling Drives Revenue and ResultsTim Peter
Review of best practices for using snackable, shareable, sharp content to attract and convert customers online. While focused on the hotel industry, most of the lessons both draw from, and apply across, various e-commerce leaders.
Contains
a.Statistics-1
b. SAS-1
c. Statistics-2
d. Market Research
e. MS Excel
f. SAS-2
g. Data Audit & Data Sanitization
h. SQL
i. Model Building
j. HR
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Dutch Data Vault Masters: Same-As Struggles Sander Robijns
A 5 minute presentation how to handle the issue of non-aligned business keys in a Data Vault and the struggles for handling such a construct where the final conclusion is that close collaboration with Master Data Management and Data Governance is essential.
WiFi based localization of client devices is the new battlefront of wireless applications. Accuracy and easiness of implementation are the key success factors. Ruckus SPoT technology is the very first cloud-based LBS system. It limits the hassle of implementation (no additional hardware or APs needed) and improves the precision of positioning. It also opens doors for 3rd party LBS applications, like in-store navigation or museum self-guides.
Research survey of 294 marketing and information technology decision-makers about their investments in mobile strategy including people, processes, and marketing technology. Marketing represented the majority of respondents across several industries: financial services, media and entertainment, retail and commerce, B2B high tech, and travel/hospitality.
Important statistics that every business should know about the direction of mobile. This slide deck takes you through 8 different things that will impact how businesses connect with their customers through iPhone and Android mobile apps. This presentation is provided by Copper Mobile, a Dallas TX based enterprise mobile application solutions company.
The purpose of this whitepaper is to focus on terms, niches, uses, and players related to location-based apps available for mobile phones.
While many reports provide a quantitative overview with statistical information related to market growth, revenues, app user base, etc., the intention of this report is to focus more on qualitative and behavioral factors related to providers, app users, and merchant partners.
This is the Second Issue of Social Technology Quarterly - Kuliza's research publication.
This latest issue covers the upcoming research, trends and developments in social technologies. It aims at helping entrepreneurs, marketers, and change makers to understand this domain, create engagement, and derive business benefits
Marketing in High Touch, Fast Paced, Multi Media World: Virginia Franchise Fo...Sally Witzky
Sally Witzky, Founder & Chief Digital Strategist of Traction Group, spoke at the Virginia Franchise Forum on Friday, February 25, 2011. Topic: Digital Marketing in our High-Touch, Fast-Paced, Multi-Media World. Slides are copyright of Traction Group LLC.
Design Patterns are very popular among software developers. A design pattern is a well-described solution to a common software problem.
Some of the benefits of using design patterns are:
1. Design Patterns are already defined and provide industry standard approach to solve a recurring problem, so it saves time if we sensibly use the design pattern. There are many java design patterns that we can use in our Java-based projects.
2.Using design patterns promotes reusability that leads to more robust and highly maintainable code. It helps in reducing total cost of ownership (TCO) of the software product.
3.Since design patterns are already defined, it makes our code easy to understand and debug. It leads to faster development and new members of team understand it easily
Document contains some of the questions from the Domingos Paper. Overall idea is to understand what Machine Learning is all about. This paper helps us to understand the need of Machine Learning in our day to day lives. Well I you will find this document helpful.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
2. Table of Contents
Sr No.
TOPIC
Page
1
ABSTRACT
1
2
SOLOMO EMERGENCE
1
3
SOLOMO DEFINED
5
4
NEED FOR SOLOMO
7
5
SOLOMO TRANSFORMATION
8
6
SOLOMO ARCHITECTURE
9
7
SOLOMO PERSPECTIVE
12
8
SOLOMO OPPORTUNITIES
14
9
CONCLUSION
16
10
REFERENCES
17
2
3. Abstract
This whitepaper is intended to give a brief perspective on Social Local
Mobile (SoLoMo) – a marketing strategy. It describes the SoLoMo’s usage for
marketing across the various industries. It provides deep insight on what
SoLoMo is all about and how it is implemented for getting better results than
the traditional marketing strategies.
SoLoMo Emergence
We are in NON-PC era. YES, you read that correctly. The trend suggests
the percentage of people who are using smart phones as compared to who didn’t
personal computers is very high. So we call it as a NON-PC era. We are
surrounded with the magic of technology that give us power to go things in
fraction of seconds, just like a magician. Book a movie ticket, pay internet bills,
know about insurance policy, buying a new gadget these are just achieved on
finger tips. Who we are? Who we know? Where we are? Where we’ve been?
was once difficult to find out but now it’s easy to figure this out. And yes we
human beings are adoptive to change, we make ourselves synchronize with the
change and go hand in hand with change.
“It is not strongest of the species that survive nor the intelligent but the one
most responsive to change” – Charles Darwin
Along the growth of smart phones the social network also evolved
significantly. Facebook, Twitter gave different vision for internet usage. People
over world connected to each other. They are now able to share their views
among each other. Professional networking was also possible.
Another important aspect that evolved is Location Based Services (LBS).
These Services have played a crucial role when they integrated themselves with
the digital There is now a convergence of multiple technologies such as
Internet, Wireless Communication Geographic information system, Location
Technologies , Mobile Devices.
3
4. We often need to know where things are physically located (location
services, wireless location services, mobile location based services) and relating
location to other pertinent information gives meaning and value for e.g. we need
directions from one place to another , we want to interact naturally with I/O
devices available in our environment. This gave rise to the concept of Location
Based Services.
LBSs are information services accessible with mobile device through the
mobile network and utilizing the ability to make use of the location of the
mobile device.LBS is a two way communication and interaction where user tells
the information he needs, preferences and position and service provider delivers
information tailored to the user needs
4
5. SoLoMo Defined
SoLoMo stands out for Social, Local and Mobile. It is emerging
technique that understands the present and future world scenario. The main
concept behind this technique is “sever the customer as per his likes/dislikes in
his/her own vicinity through use of social networking.”
Social
As study says, the percentage of people switching towards the Social
Networking among the online population has increased considerably.
Collaborations and connectivity’s among various sites (Facebook+ Twitter,
Facebook + foursquare) made connection bonding so strong.
The main advantage of social is that all type of information is readily
available for the companies (e.g. person qualification, interests, trends). With
the help of such type of data marketing strategies could be designed to increase
the customer base. Below figure shows the percentage of PC Screen Time in
India and it is about 25%.
5
6. Local
Since we are in the era of Smartphone along with the magic of LocationBased Engagement technologies such as Facebook, Twitter, Google, foursquare
made it possible to use location as weapon for identifying the areas where we
want our market to be expanded or established. The main idea was to establish
the branch office in customer’s locality. This will make customers happier and
they will be stickier. Interesting applications are designed such as foursquare to
map the location of users along with the categorization such as frequent visitor
or a rare visitor. Such applications include the people reviews about places
and restaurants which forms interesting factor for people visiting a new place.
Foursquare App
Mobile
The main idea for mobile is to share information from wherever it is
being requested or to serve the customer 24X7. The percentage of hand held
devices is increased substantially. It provided a mean to reach out to customer
more easily and deliver him the information ASAP.
6
7. Need for SoLoMo
Smartphone adaption has initiated the use of SoLoMo. People find it easy
to get all the information they want into pocket size devices. IOS, Android
markets evolved with applications that made this process smoother.
Figure shows the drastic growth of mobile and tablets in 2013.
Social Networking sites evolved had made a huge impact. This formed
important link for human connections. All emotions/likes/dislikes were shared
on them. This made the companies to easily approach towards the customers
and understands them.
As the technology progressed location sharing came handy. This helped
to track the locations of the customers and target them.
7
8. SoLoMo Transformation
Radios broadcasts were easy source for reaching out to the customers.
However it provide a large scale of audience but it was not feasible to target the
prospect customers at more granular level. Radios broadcasts were replaced by
desktop where the user was able to target more easily and more at granular
level. By desktops the IP addressed were now able to track down to determine
the locality of the prospect customer.
Later emerged the concept of mobiles and tablets which gave a totally
new view customer targeting. Now the prospect customers can be easily tracked
with exact location through GPS coordinated making the brand an easy way to
serve the prospects and increase their business smoothly.
8
9. SoLoMo Architecture
Location Data-as-a-Service (L-DaaS) Platforms
This forms to be as Data Repository. They also include mapping
solutions where analysts can correlate between the upper layers. The mappings
from Google and Bing serve the most basic. Apart from these two we have
Factual. A single location can be referenced in hundreds of databases, many of
which are incomplete or inaccurate. Factual seeks to centralize this point-ofinterest (POI) data into a unified resource that is free for all to access
9
10. Location-Based Engagement Platforms
Through Social network platforms people share interests, activities,
backgrounds, or real-life connections. A social network service consists of a
representation of each user (often a profile), his/her social links, and a variety of
additional services.
Online community services are sometimes considered as a social
network service, though in a broader sense, social network service usually
means an individual-centered service whereas online community services are
group-centered. Social networking sites allow users to share ideas, pictures,
posts, activities, events, and interests with people in their network. E.g.
Facebook, Twitter.
Location-Based Engagement Applications
Marketers have less flexibility in working
with applications, but they are vital to maintaining
a
holistic and comprehensive LBE (Location Based Engagement) strategy. There
are numerous number of applications that are placed upon platforms. These
apps mainly include a check in features that are integrated with Facebook
Twitter. E.g. Yelp, Instagram.
10
11. Distribution and Awareness
It includes both paid and unpaid sources. It’s always geo-targeted and often
includes other targeting criteria. In most cases, the objective is to inspire action
or behavioural change that leads to a brand engagement and redemption at the
point of sale. In other words, the consumer receives a relevant call to action,
which leads to a social engagement and offer redemption
“Offering a free soda with purchase at a restaurant rewards users for checking
in and sharing the brand with friends and encourages them to continue that
behaviour”
POS (Point Of Sale)
This is actually the core of the SoLoMo where the actual brand is sold/
delivered to the customer and forms the source of income for the brand. Here
data is collected and linked with offline sales such as a particular ad for discount
season on Facebook resulting in increase in number of sale for that particular
brand. This is the point where all discounts and offers are redeemed to
customers. The POS data is of prime importance since this includes all type of
customer behaviour data, revenue stats , profit/loss ratio helping brand to
strengthen its relationship with the customers and promote new offering and
stand hard in competition.
11
12. SoLoMo Perspective
When it comes to marketing both the customer and business perspectives
are important. It is important to understand the customer behaviour , trends ,
likes/dislikes and demands and also on the other hand it is important to maintain
the brand value as per the customer need so as to achieve highest level of
customer satisfaction. It provides opportunity to both (customer and brand) to
achieve their goals. SoLoMo has two perspectives customer and business.
Customer perspective
Human beings are meant to be social. They interact with each other share
thoughts , suggestions and idea's. Friends are the most important part of their
lives. They hang out with each other. Same comes with buying any product or
brand. It is natural tendency that one will ask his/her friend before opting to
some new brand which he/she has never tried before. It can be termed into the
category of the mouth publicity. Apart from that people now more believe on
reviews and comments and are intelligent enough to compare the brands and
choose the most feasible one. Be it is cost constraint or quality constraints.
I want to know where my friends are right now. And yes I will get to
know this within fraction of seconds though various location sharing apps and
platforms that provide smooth running for such apps.
And with mobile came the location flexibility. I no longer need a desktop
to book my train ticket. All the things can be done with a single handheld device
and technology has made it so simple to use.
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13. Business Perspective
From business point of view a brand can promote the message through
social networks since these networks forms a strong link between the customers
and is a cheap way to reaching out to the prospects. Various advertisements
blend the customers to opt one's brand.
Tracking the customer satisfaction is also easily decoded. Various tools
and software’s are available that track down the popularity of the brand among
the people by analyzing comments/reviews. Hence providing a gateway for the
brand to improve on area's which they are not up to the mark and be competitive
with the similar brand available.
With location based facilities the brand can track the customer trends for certain
places and can focus majorly on the target area so as to gain maximum
throughput. Brand can now understand its competitor’s actions in target areas
and work upon strategizing themselves to beat the competitors. With mobile
comes the flexibility to get in touch of the prospect directly. But care should be
taken that customer should not be annoyed.
SoLoMo Opportunities
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14. a) Local Search Action
- Study says the user conducting the local search have more possibility
to take the action (e.g. visit to a store/ buy a product)
b) Customer Engagement
- We can engage the customers and opt them for buying more of our
products by asking them specific interesting questions , understanding
their behaviour/trends
c) Increased Transparency
- People in these days strongly believe in reviews and product prices
before they switch themselves to new product. It is important to
increase the transparency in our process so that customer will be
happy.
Advantages
a) Distribute Likes
- SoLoMo deals with customer information, an information directed to
the customer by taking into the consideration the likes and dislikes of
customers is a huge advantage.
b) Service at your desk
- All the business that is to be carried out will be in customer’s vicinity
Disadvantages
a) Privacy Concerns
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15. - Since SoLoMo mainly deals with customer information there is
possibility that this information can be misused which is a threat to the
customer.
b) Habits of individuals
- Since SoLoMo mainly deals with the location information there is
possibility of information getting trapped about : places I visit often ,
place where I’m going into etc.
c) Annoyed Future
-
Since SoLoMo mainly deals with the mobile there is possibility that
the person may get annoyed or irritated if the way of communication
is not directed correctly.
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16. Conclusion
SoLoMo provides a platform presenting opportunities for organizations
to experiment new technologies and learn what kind of tactics consumers
respond to positively. Engagement of prospects/non customers, taking care of
existing customers and retaining them , providing your customers services that
the never got before , rewarding your customers with different offers.
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