Like every other piece of buzz, or most other buzz at least, SoLoMo is not the end all. You will still be able to market other ways but for the local business: the chiropractor, the real estate agent, the auto repair center, and other services offering services within a relatively narrow diameter – SoLoMo is now. Much like the yellow directories of yesterday SoLoMo focuses on local market areas with a higher transactional focus.
Breaking it down
Social is the first of the trinity of flavors. For our purposes, new media/online marketing, social begins online and ends in personal space. Sites like MeetUp and the horribly abused Facebook Events make it easy to plan and coordinate live events. (Yes, I know there are others – feel free to spam your own in the comments section.)
Local is relative. For a car dealer local may mean a 50 mile radius while for a chiropractor or cafe local is a 5 mile radius. This was an early challenge to marketers online and I addressed it as best I could back in 1998 when I wrote on iCobb, “in the future many websites will use IP numbers to determine an approximate location and deliver information more relevant to the visitor”. At the time most sites would have the user input a geographic location then poll the database based on user input. Now it’s blind on most sites.
Mobile is growing and will likely be the standard for the foreseeable future. As wireless bandwidths get faster and mobile devices take the place of laptops and desktops more and more users will make their first search and connection with others online. Apps like Color.com, a currently sparsely populated application, will make geolocal engagement a natural part of life.