Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 20

In traditional models, social marketing, local marketing and mobile marketing are basically independent. The social marketing department is only responsible for online social marketing. Teams from different regions complete regional marketing together and hold a large number of marketing activities. As for mobile marketing, it is more likely to be SMS marketing, developing the business by sending short texts. The popularity of smartphones and tablet computers changes the picture. These mobile devices give consumers many more new functions and choices, which enable them to get any product and service they need at anytime and at anyplace.

SoLoMo is a mixed concept that combines Social, Local and Mobile. An example of SoLoMo is a smartphone app such as dianping.com that can position users, provide the comments and ratings of nearby shops, and allow users to publish their feedback, upload photos and have social interactions.

SoLoMo is an increasingly growing marketing trend. According to the current location, consumers get the relevant content or promotion information and share them through the social website. A 2013 Adobe survey shows that 71% of cell phone users visit social websites by mobile ends. A total of 70% of the respondents search for information, map and comments on nearby shops using mobile devices, among which one-third of them opine that they are encouraged by promotions from the merchants. Also, a 2012 Nelson study report demonstrates that 78% of respondents discover the shops they are interested in by cell phones, 63% of people learn the price through cell phones and 22% of people read the comments of merchants. According to the statistics above, the application function of SoLoMo has been extremely critical for the geographical comments of consumers.

When potential consumers show up nearby, businesses need to make sure that consumers can reach you easily by cell phones. Businesses also need to spur consumers to come into the shop and experience by any possible means such as SMS, regional SEO, regional discount or trading information. These marketing technologies, based on positioning marketing, have a good effect under SoLoMo.

Geofeedia is a US social media company, which specializes in social positioning and geo-fencing technology. It has developed a series of tools, allowing developers to mark and trace the geographic information from an individual’s social media. By using complex positioning and geo-fencing technology, it shows what social media content has been published in a certain area, like a stadium or a public place. The business can use its technology to obtain social media information that has been publicly released, helping them to conduct market research and data collection.