Analyse de Social Local Mobil (document en anglais)

Social. Local. Mobile. These are the sweeping trends in marketing today and for the foreseeable future. In terms of media consumption, they’ve come to dominate consumer attention. In terms of targeting and communication, they’ve opened dynamic new channels. In terms of data and measurement, they are nothing short of revolutionary. And in terms of technology, they are disrupting entire industries. While each is a powerful force unto itself, the focus of this paper is on their nexus.

The convergence of Social, Local, and Mobile into a unified approach and integrated technology amounts to the proverbial Holy Grail of marketing. In the shorthand, we refer to this as SoLoMo. Thanks in large part to the rise of smartphones, these three, independent

marketing approaches are being woven together such that the whole is exponentially greater and more valuable than the sum of its parts.

In the following, we’ll explore location-based engagement (LBE )as the new marketing channel enabled by SoLoMo. We’ll review the major LBE platforms, applications, and contextual layers. We’ll highlight the challenges marketers will face and the opportunities being presented. We’ll offer a solution in the MomentFeed platform, and we’ll look to the future of the ever-changing SoLoMo landscape.

The fundamental driver of SoLoMo is smartphone adoption. When we published our first whitepaper on location-based marketing in July 2010, it stood at 27% in the US. A year later, according to Nielsen, it crossed 43% on its way to 50% by year’s end. By 2015, we’ll achieve smartphone ubiquity on a global scale. This also means a billion new people will come online for the first time, most of whom will never own a PC. This is the post-PC era. Said another way, it’s the dawn of the SoLoMo era.

Given smartphone hardware, consumers gain access to a bevy of applications designed

to make connections—connections to people, to brands and services, to information,

to places, and to the world around them. For better or worse, the smartphone is becoming the primary conduit for storing, accessing, and leveraging information about who we are, who we know, what we do, where we are, and where we’ve been. In turn, this information (the data) can be volunteered in exchange for goods and services,

such as sharing one’s location via GPS in order to utilize navigation software. The possibilities here are limitless.

Second only to the scale of smartphones themselves are the social platforms.

In 2012, Facebook will serve more than a billion active monthly users worldwide.

Twitter is currently accessed by more than 100 million active monthly users, and

Foursquare is following Twitter’s growth trajectory to the week with more than 12 million

registered users. As social beings, it’s no surprise these services and others like them dominate consumer attention. According to Nielsen, 37% of social media users access the services on mobile. When compared to smartphone adoption numbers, one can reasonably conclude that close to 100% of social media users who have smartphones access the services on mobile.

The emergence of social media

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