SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.
According to a presentation by Casey Knox at AREA203 Digital, businesses with 100 or more social media fans see an eight percent higher click-through rate and 125 percent higher conversion rates. Her presentation states that one in five searches has local intent and 80 percent of mobile internet users prefer ads locally relevant to them. She also states that 70 percent of all mobile searches result in action within one hour. Those are some pretty power statistics.
If you’re still not convinced that you need to pay attention to the growing SoLoMo trend, a mobile commerce study performed by BIA/Kelsey indicates, by the year 2015, local search volume via smartphones and tablets will have exceeded that from desktops. Personally, I’m not sure it will take that long.
In fact, Nielsen and NM Incite published an infographic entitled, “The Most Valuable Digital Customers,” last Fall that shows consumers’ social, local and mobile consumption habits and how these interrelate. Some statistics to note:
- 66 percent of smartphone users say they access social media from somewhere other than home—at work, in the car, in airports, etc.
- 38 percent of connected device owners looked up product info for an ad while watching TV on their smartphone or tablet.
- 62 percent of U.S. adults online used their TV and internet at the same time.
- 51 percent of social media users say they were influenced by standard web ads on social media sites that show which of their friends liked or followed the advertised brand.
- Nearly all mobile internet users visit portals.
In a Search Engine Watch post, Lisa Buyer states it well, “Fish where the fish are. Taking your social PR message to the market works best when you take the message to the mobile market.” She goes on to state, “Publicizing events, news, and promotions to the mobile market becomes increasingly important for online marketers and brands. The social revolution is driving a paradigm shift in technology use and online public relations and social media campaigns need to go with the SoLoMo flow.”
The Localeze/15miles fifth annual comScore Local Search Usage Study was recently released and indicates the SoLoMo revolution has begun. As reported by Bulldog Reporter, Jeff Beard, president of Localeze, states “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum…”
It seems that SoLoMo can help you bring ultra-precise targeting of your campaigns—allowing you to reach the right people at the right time with the right offer. How are you taking advantage of social-local-mobile for your brand?