White Papers
Mobile Marketing: Back to the Future
The re-emergence of mobile SMS and QR code marketing 1. SMS & 2D barcode - what are they? How are they mixing mobile and web? 2. Why SMS & QR as opposed to apps? Ex: Apps are irrelevant without utility and email has become spam making it hard to opt out.
So.Lo.Mo. and The New Frontier of Customer Loyalty
- Social Media Communication: Tackling The Relationship Opportunity
- Localization: The Key to Personalization and Engagement
- Mobile: Connecting Shoppers to Brands Any Time and Anywhere
So.Lo.Mo. and Luxury Brands
While the general perception of mobile is that of a mass-marketing medium, its capability for social interaction and highly personalized content also lends itself well to providing targeted offerings to a high-demand audience that expects incomparable service. The integration of social networks with inherent mobile location features (now collectively coined "So.Lo.Mo.") is transforming customer engagement with brands and revolutionizing marketing.
So.Lo.Mo. and Gamification
During my 10 year reunion, one of my classmates and I were discussing our love of Foursquare. She told me how her and her family as well as her boyfriend used Foursquare as a competition to see who can earn the most points, badges and "mayorships" and top leaderboards. It made me think that there is something to it.
So.Lo.Mo. services generally work on the idea of gamification. The use of rewards and leaderboards add a competitive streak to simple activities like checking into a location. The addition of gamification and social sharing options create motivation for people to use a location-based service.
Besides making a simple trip to the supermarket part of a game, these services can be useful for brands. Mobile Marketing Center LBS offers a new way to connect your physical presence with digital technology. By adding location-based alerts or mobile ads, check-in deals can become even more useful for advertisers.
So.Lo.Mo. and Augmented Reality
How will the So.Lo.Mo. space continues to develop and offer benefits for users? There are so many possibilities for connecting other technologies into this space and expanding the use cases. Integrating augmented reality, for instance, would create (literally) a whole new layer to a location-based mobile ad for a special offer. We may even get to the point where physical check-ins are unnecessary, if augmented reality elements can become interactive and social.
The "Lo" in So.Lo.Mo.: The Point of Difference
The central drivers of good mobile advertising are the quality of the call to action and the relevance of the offer: the time, the place, and what's in it for me. As a consumer, I'm only going to engage with a mobile ad if it's relevant to me at the right moment in time and has some context with my mindset, which of course has a lot to do with where I am located at that moment.
