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R U #SoLoMo Ready? - Consumers and Brands in the Digital Era (Paperback)
Loot Price: R425
Discovery Miles 4 250
You Save: R90
(17%)
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R U #SoLoMo Ready? - Consumers and Brands in the Digital Era (Paperback)
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List price R515
Loot Price R425
Discovery Miles 4 250
You Save R90 (17%)
Expected to ship within 10 - 15 working days
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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. Consumers
are rapidly moving between channels and platforms, which 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. The authors conceptualize this new marketing
approach, and provide examples to illustrate the case. The SoLoMo
phenomenon has completely changed the way marketers need to operate
their campaigns, from the way they conceive of their relationship
with the customer to the way they design and operate campaigns.
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