Gartner Research

'SoLoMo' Is the Mantra of the Mobile Marketing Master

Published: 03 May 2013

ID: G00245743

Analyst(s): Mike McGuire

Summary

"Social, local and mobile" (SoLoMo) has a certain poetic appeal. But more importantly, it speaks to the unified strategies mobile marketers must develop around synthesizing the three forces, instead of always treating them as independent data points.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Social media and social network occupy a significant amount of a consumer's time on a smartphone and provide a basic info profile for consumers
  • Fifty percent of survey respondents who receive a location-aware communication from a retailer say they are more likely to visit the store soon, which means mobile marketers have to view location information expansively
  • Thirty-nine percent of smartphone owners surveyed used a mobile coupon for mobile shopping — evidence that mobile offers, whether they are a coupon, special offer or loyalty program, are crucial to creating and maintaining engagement with consumers

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