SoLoMo is the convergence of Social, Local and Mobile – SoLoMo is how local business get the most direct benefits out of digital and interactive marketing.
1- SoLoMo Trend to Electrify Local Search
Multinational companies must learn to act like local firms, write Katherine Jocz and John Quelch. The best global companies — McDonald’s, HSBC, IBM — develop community ties and customize their offerings to local needs. “Even the most global business must win sales one by one, with boots on the ground,” Jocz and Quelch write.
3- Local Business – Only 1.3% of Fans Actively Engage on Facebook
4- Local Restaurants, Bars and Clubs Shift More Dollars to Digital
5- How Unique is Unique?: Gauging the (Actual) Size of Local Web Traffic
Everybody’s trying to reach a local audience these days, but our new report finds that hyperlocal might also mean hypersmall. The big attraction to “local” comes from the fact that local websites hold more value because their site visitors make the vast majority household purchases within a few miles of their homes. Our new report digs into a few disturbing aspects of local site traffic, including data that show that the unique visitor-to-actual-people ratio is nearly 4 to 1. Audiences are being overstated, and some of those visitors aren’t even local. The 15-page report includes 16 charts and graphs detailing our findings from site surveys and analysis of local websites. Among the conclusions: Sales reps who know this information and come clean with advertisers about their traffic details are likely to gain their trust – and a leg up on the competition still peddling the “unique visitor” story.
Digital-only media sales forces outperform sales account execs who sell both digital and traditional media, according to a Borrell study. The difference is even more dramatic in television sales than newspapers, with the best performance overall accorded to companies who sell digital and non-digital in silos with their own revenue goals. The report says, “The reason is no mystery: With a unit that has sole responsibility for digital sales, goals and lines of responsibility don’t get tangled up in debates about legacy media sales problems.”
9- SoLoMo: The New Way to Understand Location
As the technology space evolves, so does the terminology
In 2009, we added the term “geolocation” to this blog as one of its primary topics. We marked this with a post stating that geolocation would be a major trend in 2010. This echoed much of what other blogs were writing at the time. Geolocation was the buzz term.