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SoLoMo:您需要注意的新趨勢


Web應用供應商 的執行董事Curt Finch編寫了他對SoLoMo的想法:

有多少次當你經過你公司的市場推廣部,並因聽聞一個新名詞而覺得非常混淆? 這個令時髦的市場推廣者無處不在的新流行語,叫做SoLoMo,它代表的社交、本地化、流動(搜索)這三個元素的混合。 從本質上講,S​​oLoMo引導出一種消費者習性:他們使用智能手機或流動設備進行社交,談論到一些產品,並通過本地搜索,電話查詢或瀏覽本地企業。 考慮到在移動設備上進行的搜索現已佔20%以上,顯然流動工作的時代已經來臨。 這是一個值得關注的趨勢。


Curt Finch, a CEO of a web-based software provider, has written his view to the trend of SoLoMo:

How many times have you passed through your marketing department and been utterly confused by the new buzzword of the moment?  The newest buzzword to hit the tongues of trendy marketers everywhere is SoLoMo, which stands for the collision of social media, local search and mobile search.  Essentially, SoLoMo pins down the habit of consumers who use smartphones to socialize about products, search locally, and call or check in to local businesses using their mobile device.  Considering that more than 20% of all searches being done on a mobile device now, it is clear that the era of mobile work is at hand. This is one trend worth paying attention to.

Have a Mobile Ready Site

      If your company decides to cash in on the SoLoMo trend, you won’t get very far with a website that looks awful on a smartphone.  To attract mobile users, your company website needs to be an incentive to potential buyers, not a deterrent.  Here are a few things to keep in mind for a successful mobile site.

      • Have clear navigation:  readers need to be able to get to your company’s most important content quickly and easily
      • Create readable content:  with all of the noise going on around us, you need to grab reader attention instantly
      • The less images, the better:  if readers have to scroll past the break because of a large image, then the image is not effective

Think Beyond Apple Apps

      Though iPhones have the corner market on apps, there are actually more total Android users.  The Android mobile operating system is free, which is why Android phones are so cost-effective, reaching a market that Apple seems to constantly ignore. So if you decide to invest in a mobile app for your business, it would certainly be wise to create one that works on both iPhone and Android.

Beyond smartphones, also consider the rise of the tablet.  Again, think past the iPad.  Tablets have very specific display and interaction constraints which will affect your entire online presence.  Standards for these devices are already well-known so use that knowledge to your advantage.  If you can develop these new apps in-house, do!  Your mobile app will be a lot more effective if you don’t treat it like a quick fix.  Instead, think through your product up, down, backwards and forwards and determine how will an app will best align your product with evolving consumer behavior.

Be Involved in Social Media

        I’ve said before that social media can’t be ignored. Not only would you miss a whole slew of business opportunities but social media actually helps your company as a whole be more transparent if you and your IT department take an active role.  Social media tethers a connection between you and your customers.  You can connect directly with current and future customers to gain insight into what is desired in future product offerings.

Another reason to be involved with social media is to be aware of the privacy policies with each social stream your company is involved in.  If location-based tactics are put in place in your company, you’ll have to make sure that customer privacy is kept in mind.  According to Innovation Excellence, “Fueled by multiple ‘geo-awareness’ technology components, location-based marketing will create new types of value exchanges between marketers and consumers. Behavioral data tracking will evolve to real time value creation between marketers, content creators, consumers and social networks.”

Your company will need to be respectful of customer privacy and be transparent in what you do with customer information.

SoLoMo is going to demand mobility, preparation, and transparency from your IT department.  So are you going to take SoLoMo head on?

Related Event and Course

擁有一個流動網站

      如果您的公司決定兌現的SoLoMo的趨勢,你不會故意繞遠路令您的網站在智能手機上看起來很差勁。為了吸引流動用戶,您的公司網站需要激勵潛在買家,而不是威懾他們。要做到一個成功的流動網站,有以下幾點要記住:

      • 有明確的導航:讀者需要能夠快速,方便地得到貴公司的最重要的內容
      • 創建可讀的內容:我們周遭形形色色的討論不絕於耳,你需要立即抓住讀者的關注
      • 小巧的圖像比較好:如果讀者瀏覽過去的內容時,突然因為一個大圖像而卡住,該圖像便不是有效

想法不要局限於蘋果應用程式

      雖然iPhone手機應用程式遍佈於市場上,其實Android用戶總量更多。 Android手機操作系統是免費的,這就是Android手機具成本效益的原因,它觸及得到一個蘋果似乎不斷地忽略的市場。 所以,如果你決定為您的企業投資一個移動應用程式,明智的做法必定是創建一個適用於iPhone和Android兩者的流動網站。

除了 ​​智能手機, 平板電腦的崛起也應考慮。 同樣,別局限於iPad。平板電腦中有非常具體的顯示和互動的限制,這會影響你的網站的表現。這些設備的標準已經是眾所周知的,所以會使用這些知識將你的優勢。如果你可以內部獨力開發這些新的應用程式,做吧!流動應用程式會非常好用,如果你不把它充當程權宜之計。想清楚你你的產品價格的上下,推廣的前後,並確定如何令這一個應用程式,配合您的產品與不斷變化的消費者作風。

參與社交媒體

        我說過,社交媒體是不容忽視的,否則你會錯過許多商機。如果你和你的IT部門夠積極的話,社交媒體可以幫助提高您公司的透明度。 社交媒體聯繫繩您與您的客戶。您可以直接與現有和未來的客戶互動,並深入了解今後需要推出什麼產品。

參與社交媒體的另一個原因是要知道你公司被牽涉到各社交源流上的隱私性。如果你公司彩取的是位置性的策略,你必須記得確保客戶隱私。根據網站Innovation Excellence,「在多個『地理意識』的技術組件的推動下,位置性推廣創造出推廣者與消費者之間的全新價值交流。行為數據檢視將發展為推廣者、內容製作者、消費者與社交網絡之間在真實時間軸上的同時價值創造」。

你的公司將需要尊重客戶的隱私,和具透明度地展示你怎樣處理客戶的資料。

SoLoMo會向您的IT部要求流動性、準備和透明度,那麼你要採用SoLoMo嗎?

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January 4, 2013

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