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R U #SoLoMo ready? : consumers and brands in the digital era / Stavros Papakonstantinidis, Athanasios Poulis and Prokopis Theodoridis.

By: Contributor(s): Material type: TextTextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2016.]Edition: First editionDescription: 1 online resource (xv, 99 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781631572579
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleLOC classification:
  • HF5415.1265
Online resources: Available additional physical forms:
Contents:
1. The rise of SoLoMo -- 2. #Going_social -- 3. #Staying_local -- 4. #Being_mobile -- 5. SoLoMo tools and applications -- 6. Where is it all going? -- References -- Index.
Abstract: In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Nowadays, consumers are rapidly moving between channels and platforms, and that is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they can post an update on their Facebook timeline, referencing the retailer's page. SoLoMo consumers have three basic characteristics: SOcial media engagement, LOcal findability, and smartphone MObility. In the following chapters, the authors conceptualize this new marketing approach, while providing examples to illustrate the case. The SoLoMo phenomenon has completely changed the way marketers have to operate their campaigns, from the way they even conceive of their relationship with the customer through to the way they design and operate campaigns themselves. The crux of the matter is that there has been a convergence in marketing as much as there has been a convergence in technology.
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Item type Current library Collection Call number URL Status Date due Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library ONLINE HF5415.1265 (Browse shelf(Opens below)) Link to resource Available BEP11204964
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library Non-fiction HF5415.1265 (Browse shelf(Opens below)) Link to resource Available 11204964

1. The rise of SoLoMo -- 2. #Going_social -- 3. #Staying_local -- 4. #Being_mobile -- 5. SoLoMo tools and applications -- 6. Where is it all going? -- References -- Index.

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In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Nowadays, consumers are rapidly moving between channels and platforms, and that is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they can post an update on their Facebook timeline, referencing the retailer's page. SoLoMo consumers have three basic characteristics: SOcial media engagement, LOcal findability, and smartphone MObility. In the following chapters, the authors conceptualize this new marketing approach, while providing examples to illustrate the case. The SoLoMo phenomenon has completely changed the way marketers have to operate their campaigns, from the way they even conceive of their relationship with the customer through to the way they design and operate campaigns themselves. The crux of the matter is that there has been a convergence in marketing as much as there has been a convergence in technology.

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