We’re at the Interactive Strategies Conference presented by Houston Interactive Marketing Association today taking in all of the goodness of this year’s topic: Marketing in a Multiscreen World!
This morning we watched Jeremiah Andrick (@jeremiah) on SoLoMo aka Social, Local, Mobile. Here are some of our favorite moments from that session!
SoLoMo is a Buzzword
SoLoMo is a buzzword that Jeremiah admits he doesn’t like to use, but the concept is a big one. What SoLoMo really means is the idea that the mobile device can increase and facilitate relationships with brands.
Every customer journey begins with a story – even if you’re just going to the grocery store, that is a journey. Fun fact: Most studies find that people are extremely loyal to their laundry detergent.
“Most of us are on a journey doing something” – Jeremiah Andrick
As web developers we don’t like to talk about it, but the browser tends to be a cold experience. Mobile is more personal, in the moment. That’s what SoLoMo is about.
What Multi Screen Means
Time Inc. found that “digital natives” under 30 years old switch devices (i.e. from phone to tablet to computer) 27 times per hour. That’s once every 2 minutes. For adults age 35-55, they’re switching 15 times per hour.
It’s important to understand not just who you audience is, but how they use technology as well.
For instance, Chrome saves browser history across multiple platforms so if you pick up your phone, it remembers your history from surfing your PC.
And Jeremiah played the latest Chrome commercial that tells a fantastic story of a kid using his Samsung tablet to solve a problem:
Know Your Audience
Jeremiah uses a lot of Luxury brands as examples of what not to do. Luxury brands tend to fall into the trap of thinking that because their product is exclusive they don’t need to allow consumers to buy products or even view their catalog online.
This is an issue, because 89% of women use their phone while they’re shopping. So these brands are missing out on a huge opportunity by making their products not accessible.
SoLoMo has different context within different industries. Jeremiah shared this great graph of different types of products and what is happening online with them – whether consumers are interacting with them Online Purchase or Digital Engagement.
(click to view this photo larger in a new tab)
Mobile Matters – People Buy from Mobile Optimized Sites
Jeremiah shared stats from a recent Google Shopper Study on how much a mobile optimized site impacts your potential customers:
- 67% of people are more likely to buy when a mobile site works.
- 61% of people will leave if the site is unfriendly.
#SoLoMo Advice – Top 3 Takeaways!
- Listen Before you Build – Stay away from trends, try to find what will stick around.
- Metrics > Hypothesis > Experiment > Act
- This tends to be harder in an agency because clients want fast results
- Start with education on why it’s important
- Remember what Lord Kelvin said – “If we can’t measure it, we can’t improve it”
- At the End of the Day, It’s About Customer Centricity!
- Think accessibility
- Foster long term relationships
- Give them the opportunity to participate
Jeremiah will be posting his slides and more resources on his website (probably later today) at Jeremiahandrick.com/hima-is13
Thanks Jeremiah for a fantastic presentation!
Update 10/3/2013: Slides Posted!
Jeremiah posted his slides and notes on his website at jeremiahandrick.com/hima-is13
We’ve also embedded the slides here!