SoLoMo Isn’t Really New – A Look Back at How Businesses Connect With Consumers
November 5, 2014
The word SoLoMo (coined by Silicon Valley), has been floating around the marketing world for a few years now. The word refers to the worlds of Social Media, Local Marketing, and Mobile Experience all coming together to ramp up engagement. While some verticals have the 3-pronged approach to customer connection down pat, others may just be jumping on the bandwagon.
But this level of customer engagement isn’t necessarily a new concept – in fact, marketers were using similar tactics (minus digital technology) since before the internet was invented. Here’s a few fun examples!
During the 1800’s, Social Reformers used marketing tactics to encourage behavioral change – just like digital marketers today. One such tactic was distributing photos of slaves amongst their social circle, in an effort to gain sympathy for the abolitionist cause. A single photo could be reprinted hundreds of times and shared all over the country across many social circles. Sound familiar?
In the spirit of local marketing, 1892 marked the year in which Sears Roebuck mailed out 8000 postcards to families in target (wealthy) towns – a practice unheard of at that time – and received 2000 orders in return! That type of conversion rate is rare these days, but it does prove the genius of getting hyper-local. Take it from a company that has stood the test of time.
In 17th century London, the trade card becomes a popular means of advertising. The cards could fit in your pocket, and were handed out to people on sidewalks and streets, effectively targeting “on-the-go” consumers. The cards often had maps on them ensuring that the consumer could find the store the moment they decided to purchase, thus diluting competitor’s marketing efforts.
Technology has certainly moved social, mobile, and local marketing forward. However, it’s clear that the same principles that made past generations successful at marketing can be used in modern practice, just in a digital way. Take these examples as inspiration for your own SoLoMo efforts!
To learn how modern companies are leveraging digital to reach their local, social and mobile goals, check out White Paper: How Successful Brands Win at Local Marketing: 3 Modes of Local Marketing Execution.