SoLoMo: Creating Value for On-the-Go Consumers
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The document discusses the importance of mobile technology in enhancing consumer engagement and behavior, emphasizing that individuals now dictate their media consumption. It highlights the shift from traditional push marketing to a focus on creativity and relevance in the mobile and social landscape, coining the term 'somolo' to represent the synergy between social and mobile for building customer loyalty. Key takeaways include the idea that successful engagement goes beyond just apps and requires a deeper understanding of human behavior.
SoLoMo: Creating Value for On-the-Go Consumers
- 1. SoLoMo – Creating Value for On-the-Go Consumers Napoleon Biggs Chief Strategy Officer Gravitas Mobile Group Founder & Host - @webwednesday
- 3. 老母
- 6. Social Network Loyalty (mobile loyalty card) Payment (mobile payment, NFC, etc.) To Store (store locator, m-‐coupon etc.) Event (m-‐event ;cket, interac;ve ac;vity) Print Ad (QR code on print from off to on) Location based alert Web Browser Smartphones are versatile tools! But, don’t get lost in technology…
- 7. Focus on changing human behaviour We live in a multi-screen, mobile and socially-connected world. Where the individual is in charge. Media channels take a back seat. Media consumption is on my terms, when I want it and how I want it.
- 11. In Hong Kong, we use smartphone for… Sources: Google Our Mobile Planet survey (2011) visit social networks 93% 88%look for local information mul;-‐task when using smartphone 86% 71% play games shop on mobile 33%
- 12. ©TNS 2013 N N 11.90 LEFT MARGIN 11.90 RIGHT MARGIN 38 42 39 61 71 72 37 38 37 12 9 4 Agree Disagree And we’re way ahead of the West 5 “My mobile is my most important piece of technology” US UK Australia Thailand South Korea Hong Kong
- 13. Mobile bridges offline needs with online services ©TNS 2013 S RGIN RGIN TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN Because mobile is the ultimate utility device, meets a long tail of ‘offline’ needs with online services 7 Convenience Experience Relevance Independence Reassurance
- 14. Direct marketing was all push...
- 15. Locate Inform Purchase Redeem Now the individual is the trigger. Show Off Share Review Play
- 16. SOLOMO IN ACTION
- 17. KEY TAKE AWAYS § The platform is not the key to success § Lead with a creative idea based on current human behaviour. § Mobile engagement is SO MUCH more than an app. § Social is BIGGER than than Facebook. § Location goes BEYOND a pin on a map. § SOLOMO has been officially renamed “SOMOLO” § SOMOLO stands for “social + mobile = loyal” customers. § Don’t do it alone, seek the advice of professionals!
- 18. Thank You! 谢谢！ Napoleon Biggs Chief Strategy Officer, Gravitas Group Founder Host, Web Wednesday Direct +852 3759 5988 | Mobile +852 9278 5898 Email: napoleon.biggs@gravitas.com.hk Blog: www.webwednesday.asia TwiUer: www.twiUer.com/webwednesday Community: facebook.com/webwednesday