SoLoMo, short for social-local-mobile, represents the convergence in social, local, and mobile media, especially in the context of smartphones, tablets, or other mobile computing devices. It emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what's available via a PC, due to its integrated geo-location technology. The GPS technology integrated into these devices provides more accurate geo results than the "IP mapping" approach necessary for home or office PCs.
To a marketer, SoLoMo is a complete paradigm shift -- instead of pushing messages to a user, whether they are via a TV commercial, radio, or online ad, the message is pulled as a result of the users location and activity on social networks. Thus, SoLoMo – Social, Local, Mobile – is fundamentally changing the way marketing, public relations, and social media work. The combination of all three makes the revolution: For the first time, you can target and communicate with your target audience in new ways because technology has caught up with the way people behave when they’re ready to make buying decisions.
Nowadays the smartphone is becoming a kind of digital database that constantly allows smartphone users – and the companies marketing to them – to store, access, and use information about who we are, who we know, what we like to do, where we are, and where we have been. We volunteer this information in exchange for goods and services. This exchange of information between consumers and marketers allows for location-based engagement (LBE) marketing in nearly real time. Within the next two years (by 2015, according to major analyst groups like IDC and Gartner), we’ll have near-universal smartphone access. And that means that consumers are volunteering for access to a range of applications designed to make connections between people, brands, services, and information.
Marketing is full of buzzwords and the root word of “plussification” is, of course, the "plus" in Google+. The idea to take– “plussification” as buzzword for the January issue Asian e-Marketing this year, we got from Eric Anderson’s article 7 marketing buzzwords you need to know. Plussification is one of several terms on his 2013 list that reflects marketers' annoying habit of turning nouns into verbs, he says.
Michael Barnett believes that Google joined the social media party a bit too late and therefore expects “plussification” won’t contribute much to the long-term development of marketers’ vocabulary – but we will see. He provides a good definition of “plussification” on MarketingWeek’s website, describing it as the way how people sign into a Google account to get personalized search results featuring pages shared with them on Google+. Besides, it means higher search rankings for pages shared via the +1 button and therefore, he expects sharing via Google+, Google’s social network, will have a significant impact on how people find web content. Since Google is the only search engine that really matters, content creators will seek more plussification of their content.
Since smartphones will dominate the markets, the marketing strategies of providers have to change and differentiate and one of the possible differentiation potentials for network operators could be so-called "all-you-can-app" rates. All-you-can-app (AYCA) will, for a fixed monthly subscription, offer unrestricted use of each service’s content, with connectivity charges bundled in. Over the course of the year the portfolio of AYCA services available should grow and pricing will likely range from zero to tens of dollars per month, with the price indicative of the content’s value and data volumes. AYCA services will complement existing data tariffs.
In addition AYCA services will most probably be aimed primarily at customers interested in, but hesitant about, mobile data usage, due to worries about running up large data charges this year. These will mostly be the hundreds of millions of users currently migrating or recently migrated to smartphones. It is expected that AYCA may be popular in countries with low income levels, where they will aim to stimulate usage of mobile data services.
AYCA is a middle ground between unrestricted all-you-can-eat tariffs and metered data charging. All-you-can-eat is attractive to consumers but unpredictable, and occasionally rampant usage has made the offer uneconomic for some operators. Metered usage enables carriers to charge according to network impact, but inadvertent usage can land subscribers with unexpectedly high data bills.