May. 19, 2016
BY Travis St. Denis
The promise of SoLoMo (the combination of Social, Location, Mobile technologies to interact with people in an opportune moment) was never fully realized then and has been displaced by other technologies in the years since. A resurgence could be underway in the coming year though with a tremendous upside. Since that time, other complementary technologies have come around and mobile has now crossed the usage chasm to be the default interface for all things digital.
Social isn’t the point of contact anymore, it’s transitioned to be the personalization engine with the sophisticated understanding of users that is now portable across all things digital. Location continues to be the context that defines what’s potentially most valuable to you at any given moment, coupled with other signals to establish mindset and receptivity. Mobile is the interface to make the connection and deliver the value to users in the moment, through whatever means housed on the device. The biggest change since the first rising of SoLoMo is the emergence of proximity beacons that can now be distributed at scale with powerful capability. Much can be done with beacons and it isn’t limited to retailers or packaged goods, the world is opened up with these small devices.