July 10, 2012
As brands work to understand how adopting SoLoMo strategies can improve customer engagement, conversational marketing technology provider Neolane, Inc. today announced a new resource to guide marketers toward their goals for creating unified social, local and mobile (SoLoMo) experiences. To make SoLoMo part of a tightly coordinated cross-channel marketing strategy, Neolane has released a whitepaper, “SoLoMo: From Concept to Practice,” which describes how brands’ relationships with customers are being challenged through dynamic online and offline interactions, and how to use specific business and technology building blocks to establish an effective strategy.
"When working with brands that are considering new SoLoMo initiatives, we emphasize the importance of mirroring the same cross-channel strategies they have been using for years. Like email and web, SoLoMo only works if a brand is delivering a consistent customer experience at every possible interaction," said Kristin Hambelton, vice president of marketing, Neolane, Inc. “Neolane is committed to guiding our customers through the adoption of new digital communications channels, ensuring they are able to execute with confidence and stay ahead of evolving customer engagement dynamics.”
Contextual Relevance and Engagement
Emphasizing the importance of SoLoMo as both a source of customer intelligence and a channel for relevant offers, the Neolane whitepaper discusses SoLoMo from a “contextual relevance” perspective. Contextual relevance is about delivering a consistent and engaging experience regardless of where a customer or prospect engages with a brand – the website, an email or a local store.
With SoLoMo, digital channels and devices like smartphones make it critical for organizations to apply established cross-channel marketing principles to deliver an optimal buying experience. While a SoLoMo approach to customer engagement is largely being applied by well-known B2C brands today, leveraging benefits from SoLoMo doesn't require massive investments from an organization. There are practical applications that can help boost revenue and brand exposure.
The paper takes marketers through a series of building blocks for aligning SoLoMo with existing cross-channel strategies and provides advice for executing data-driven campaigns that deliver relevant offers consistently across channels. Primary business building blocks include a focus on a consistent customer experience across channels; value added engagement; and mobile engaged target audience. Technical building blocks include a marketing datamart; central offer engine; and segmentation and targeting.
Marketing Technology for SoLoMo
As SoLoMo is about collecting data, pushing relevant offers through permission-based channels, and optimizing the digital experience in the real world, Neolane recently launched the first-of-its-kind Neolane Mobile App Channel. The Neolane Mobile App Channel enables organizations to facilitate one-to-one personalized messages and offers in mobile push notifications and in-app content. By integrating brands’ mobile app with their marketing database and automating the execution of campaigns using push notifications and in-app content that are personalized, contextualized and geo-personalized, Neolane further extends customer engagement across inbound and outbound communications channels.