SoLoMo (Social, Local, Mobile)

At the 2012 Consumer Electronics Show (CES), developers and manufacturers showed off their latest innovations. Powerful computers, ultra-slim OLED TVs, concept cars, and other cutting-edge products were on display, generating plenty of buzz with attendees and industry insiders.

For marketers, there was nothing more exciting at this year’s show than the unveiling of some impressive new geolocation technologies for smartphones and other mobile devices that can pinpoint a user’s position (only if opted-into.) The concept of leveraging where a consumer is for increasing the impact of marketing isn’t itself particularly new; geolocation technology has existed in some form for several years. However, only more recently has the practicality of this type of marketing been drastically improved as users become increasingly connected to the world around them.

The portmanteau SoLoMo may seem like just a catchphrase for the new capabilities of geotargeted marketing techniques, but it has immense value. These three characteristics define an effective campaign in the current market, because local sharing and collaboration among people is driving the trends. As consumers become increasingly mobile, social channels have become the essential touchpoint for brands. Consumers are stronger and more vocal advocates than ever before, and utilizing the Geolocation software on display at CES to find them will allow a message to be enormously more powerful.

The advent of contextual advertising was a major step forward in digital marketing, and geolocation has now pushed its potency above and beyond. What are the limits for the future?