Gartner Research

'SoLoMo' Is the Mantra of the Mobile Marketing Master

Published: 03 May 2013

ID: G00245743

Analyst(s): Mike McGuire


"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


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

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.