SO LO MO WHAT EVERY BUSINESS NEEDS TO KNOW ABOUT NEW MARKETING STRATEGY RALPH MADISON2MAIN
SOCIAL-LOCAL-MOBILE Term first coined by John Doerr, famed internet start-up investor at Kleiner Perkins Caufield & Byers. Describes the major levers in building successful businesses in the next decade.
DRIVERS OF SO-LO-MO Social Networks: Inter-dependent Communities of Interest Main Street: Local, Shared, Accountable Media Smartphones Instant Empowerment & Scale
SOCIAL: Participation Juggernaut 60 seconds of Social Media sharing— constant conversation is changing behavior, “democratizing” brands, consideration and purchasing.
APPS TRANSFORMING PURCHASE BEHAVIOR—NOT JUST EYEBALLS BUT SALES
LOCAL: NEW MEDIA IS NEW “POINT OF SALE” Old Media: Awareness (Reach) Attitude (Brand) Action (Push- Not Interactive) New Media: Shared (Targeted) Rated (Trusted) Anywhere (Interactive) “Broadcasting” “Participating”
LOCAL: ENABLEMENT/ACTIVATION TOOLS GROWING QR (Quick Response) Codes: Scan for “real-time” info and options (e.g., compare, share, activate) Tech Device Penetration & Expanded Demographics: Smartphones everywhere and people who know how to use them Apps That Make Money: Many more proven models for monetizing search, visits and clicks Targeted Data: Sites getting better at capturing, packaging and selling detailed customer data
MOBILE: MORE THAN JUST PHONES
MOBILE: USAGE BEHAVIOR IS CHANGING
MOBILE: EVERYPLACE IS A RETAIL STOREFRONT Square Credit Card Reader
MOBILE: FB AS YOUR VIRTUAL STORE (AND SOMEONE IS ALWAYS THERE)
MOBILE: INTEGRATION POINT FOR NEW MARKETING STRATEGY
MOBILE: SUPERMAN OF ACCOUNTABLE MEDIA
SO-LO-MO: CONCLUSIONS Markets have always responded to innovation, scale, convenience and affordability—SOLOMO strategy touches each platform “Real-time” is a powerful consumer and seller “button” Referral, testimony remains a powerful driver for B2B and B2C marketing—new media dramatically expands its value Smartphone penetration is rapidly reaching the “tipping point”– content and app innovation is just beginning “Old” media is not dead—Reach remains powerful dynamic, but targeting efficiency of new media requires careful integration of platforms and tactics
Ralph Sherman madison2main/RalphSherman Thanks For Listening.