Fifteen years ago, there was only a dial telephone to use in my neighborhood. That dial telephone was bought by the savings of people in the neighborhood. If anyone needed to use telephone, they had to come to “chief of neighborhood” house to use. (In Vietnam, every neighborhood has a leader to take care of that neighborhood). Nowadays, everyone has their own cell phone, and every house owns a telephone or even more than one. The presence of mobile changes the world. Communication is much more easier, and costs less. Geographical distance is narrowed. Globalization is promoted.
If the presence of mobile changes the world, the revolution of smart phone shapes people activities, buying behaviors and the way of consuming content. Today, it is easy to catch images about people do multitasking activity with their phones on streets, buses, restaurants, or even in their cars while driving. When hanging out with my friends, I did felt really annoying most of the time, because our conversations always interrupted by my friend’s phone messages, emails or promotion alerts. Nevertheless, as digital marketers, that annoying moments are our opportunities and benefits. Mobile media become a good channel of communication between brands and consumers. In addition, with the strong growth of smartphone, it opens a new era for cheap media and holds power of the most powerful tool. Accompanied by rapid growth of the Mobile Marketing, Internet Marketing is an inevitable trend, and indispensable in the media industry, in today’s mobile era.
Consumers increasingly modern. They often use mobile devices to surf the web, access social network and surf e-commerce sites. Taking advantages of this shift, an integrated marketing approach born, SoLoMo. SoLoMo is Social (social) + Local (location) + Mobile (mobile). This is the integration of the three most common forms of marketing today: Marketing on social networks, location-based marketing and mobile marketing. This is integrated into a powerful tool for businesses to attract new customers. This strategy helps business to reach the right customer, with the right message, in the right time and place.
Why should we adopt SOLOMO approach?
1. Your customers are on mobile phone:
As of October 2014 statistic from Pew Internet Project’s research:
- 64% of American adults own a smartphone.
- 67% of cell owners find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating.
- 44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night.
- 29% of cell owners describe their cell phone as “something they can’t imagine living without.”
According to Millwardbrown website, it displays that American spend much more of their time on mobile screen (red square) rather than computer, tablet and television screens. Smartphone devices (red graph) also gain big portion in devices usage during day.
Let’s imagine about a day of your customers! In the morning, when they wake up, they will check their emails, read some articles, or check social media notfications on their cell phone. Then, they will go to work. In office places, they use computer during working time. However, in their breaks, they will use their cell phones. After work, your customer may be use tablet to read books, watch films or play games. Perhaps, your customers will be exposed by a tons of ads and content, while they are using these devices. Your competitors will take advantages of this situation and display relevant and quality content. Thence, if you do not take actions, you will be lose in competitive race. To stand out of the crowds, besides having excellent and relevant contents to your customers, you have to have professional mobile marketing strategy.
3. It is annoying to your customers, if your website does not look professional in mobile site.
Most of websites are engaged to this problems. Have you ever visited a website, and it does not work on mobile site? To me, it happens a lot of times. For example, the text is extremely small to see, or the click to action buttons do not work. The next action of mine after visiting that websites was leaving the page immediately. If your business website is in this situation, you will lose a lot of chances to market your brands or products to your customers, because 60 Percent of online traffic now comes from mobile.
4. Increase customer lifetime value.
Mobile App is a great way to hold customer. According to “Starbucks has managed to get you addicted to its coffee — and its app” article, it stated that customers pay for a purchase using a smartphone 7 million times per week, with mobile payments now accounting for roughly 16 percent of total transactions. Not many businesses implement mobile payment methods like Starbuck. Starbuck app significantly contributes to the success of Starbuck. Starbucks app integrates with the My Starbucks Rewards program, which allows shoppers to earn special discounts and freebies. In addition, it also has inbox messages, where customers can receive discounts alerts, free apps and free songs. Amazingly, Starbuck App also has order and pay part recently. It allows customers to order their drinks from their phone and pick up their drinks at store without waiting in lines. Overall, The convenient features of apps combine with in-store activities of Starbucks bring the best values to its customers.
How to build effective mobile site?
1. Decide your mobile site goals.
You need consider visitors’s goals between mobile site and primary site. Basing on customer’s needs on each site, we can build our mobile site effectively. To do this, you need to analyze your customer activities on your mobile sites.
2. Consider responsive design
Not every device has the same screen size and resolution. Responsive design advocates maintaining a single website for all devices and device resolutions. It allows a site to adjust its layout depending on the size of the screen. You need to pay attention on this part because the way your websites looks consistent from all of devices are seriously evaluated by our customers.
3. Personalize it!
Personalized experiences are very important. According to SOLOMO 4R strategy, you need to deliver the right content to the right user at the right time in the right format based on the device being used (places). GPS function of smartphones allow you to target your audience by geo-location. Your part is creating content fit with each location and relevant to your customer.
Marketers in digital era requires fast learning, high adaptability, and hard-working. New technology release every year. Today is era of mobile marketing, but tomorrow is a question mark. If you don’t want to miss any new releasing digital marketing techniques, following my blog to keep up with the times!