Transcript So LO MO - madison2main

SO LO MO
WHAT EVERY BUSINESS NEEDS TO KNOW
ABOUT NEW MARKETING STRATEGY
RALPH SHERMAN @ 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
Smartphones
Instant Empowerment
& Scale
Main Street:
Local, Shared,
Accountable Media
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:
New Media:
Awareness (Reach)
Shared (Targeted)
Attitude (Brand)
Rated (Trusted)
Action (Push- Not
Interactive)
Anywhere
(Interactive)
“Broadcasting”
“Participating”
LOCAL:
ENABLEMENT/ACTIVATION TOOLS
GROWING
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
QR (Quick Response) Codes: Scan
for “real-time” info and options (e.g.,
compare, share, activate)
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
Thanks For Listening.
Ralph Sherman
www.madison2main.com
madison2main/RalphSherman
http://www.linkedin.com/in/ralphsherman