Looking for mobile – Why SoLoMo is hard for marketeers!?
STIMA (Stimulating Marketing) organized an evening seminar on mobile…where we are? And what’s next! Again this type of events shows us how mobile still isn’t working in Belgium and why marketeers keep juicing their traditional marketing approach with social, local and mobile ingredients. 2013 is going to be the year of mobile! But 2010, 2011 and 2012 were and are also the year of mobile….so what’s wrong and why is always next year the ‘new’ year of mobile? It’s all about culture, tradition and “brass balls”! I have written about this a couple of times but marketeers need to rethink strategy, need to rethink campaigns, need to rethink their model!
With Danny De Vriendt (@dannydevriendt), president at Universal Media, opening the evening on what’s mobile all about. Danny correctly stated that SoLoMo isn’t about platforms, or apps. SoLoMo is a strategy, build from the ground up. When people, marketeers, talk about SoLoMo they only see the last mile (the app, or the platform), instead of truly rethinking their strategy.
When doing social, make shure to humanize your brand. Did you ever talk to the logo of your BMW? I didn’t (but I don’t own a BMW…so this is hard for me!) Make your brand human by stating the new of person behind your brands conversation (…although this could be fictitious person as well. Lara from Nestle or Belgacom f.i.). With humanizing you’ll probably be able to engage more as well! It’s better to have interaction then clicks, but be prepared on social you’re on your own! You establish a 1-to-1 relationship with your audience.
In my opinion this is the major problem of present marketing: It’s not ready to interact in the 1-to-1 social sphere! Traditional marketing always aimed for scale and mass audience with the “YeDiLi” – principle (Yell, Disturb, Lie) while in SoLoMo you can’t “YeDiLi”!! SoLoMo is all about context you create in a continuous time frame…don’t think in waves think in duration! (Again a problem in traditional marketing!)
With 2 interesting cases from De Gouden Gids/Truvo with the “aan tafel” -app and TagTagCity a micro level of SoLoMo was introduced. Although “aan tafel” app only LoMo incorporates it has opened new doors for a big brand like Gouden Gids to distribute its contactlistings. All listed restaurants in Gouden Gids are offered in a mobile app, and rated on different levels to help people make a dedicated and supported restaurant choice. You can also add your own rating, but this is less important. I still wonder whether this business model can be successful as a standalone application (in a small-scale economy like Belgium more than 3 uses a month of this app is ambitious). “aan tafel” surfs on the big business model wave of Gouden Gids, which makes it a save haven to start with. Belgium is, up until now,not highly penetrated and used smartphone country!
TagTagCity on the other hand was built from the ground up as a mobile model with a supported business model. TagTagCity incorporates QR-codes (yes they still exist), NFC and short URL to connect ‘tagged’ places, building a semantic geolocalized search engine (if you tag and incorporate your Facebook profile). TagTagCity wants to build a system with places of services over places of interest adding couponing, promotions, …. engaging their users!
Gerd Leonhard (@gleonhard) from The Futures Agency showed what this mobile society could become in the near future. Mobile will disrupt business models even more,creating an interconnected society where the internet of things connects an average of 7 devices with 1 person. Needless to say that privacy will be an illusion and a luxury in the near future. Mobile also replaces ownership with access. Services like Spotify and Netflix have changed ownership of music and film into access of music and film. When you stop using the service, you don’t have any rights to the music anymore.
SoLoMo is a huge challenge for marketeers because they need to rethink the traditional marketing….Mobile has an impact on everything everywhere as you can see in the next movie!
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