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Mobile Marketing - Catch the So-Lo-Mo Wave!

by: Dana Chen Fischer 

so-lo-mo wave - social media, local search, mobile search marketing

Social Media, Local Search & Mobile Search Collide in the So-Lo-Mo Revolution

The convergence of latest internet and wireless technologies has created a powerful new opportunity for mobile marketing – social networking and local search through mobile devices (smart-phones and tablets). These location-based mobile social networking services are revolutionizing mobile marketing by allowing users to:

  • share real-life experiences via geo-tagged user-generated multimedia content
  • exchange recommendations about places
  • identify nearby friends 
  • and set up face to face meetings 

Influencing the buyer is no longer enough; now you must influence the buyer’s social network to increase the potential for sales exponentially. People want to tell their friends where they are “hanging out”. They do this with their mobile devices. They use an app to ‘check in’, and it sends a message to their friends. It’s a win-win situation – customers get rewards, discounts and offers, while businesses get more word-of mouth advertising. 

Is your business geared to incorporate social local networks into your mobile marketing strategy?

‘Checking in’ with mobile devices

You can use a smart-phone to ‘check in’ wherever you go – whether it’s at the airport, a holiday shopping trip, parks, bars, museums, libraries or a local restaurant; and share your whereabouts with all your friends. With services from Foursquare, Yelp, Facebook Places, Gowalla, Google Places and others, users can get special discounts and offers for their willingness to share information about their whereabouts.Mobile apps let them post messages to Facebook and Twitter whenever they visit a place and want to let their friends know about it.
  • It's a great form of word-of-mouth marketing for local businesses. People have shown they are willing to allow their devices to be tracked in order to take advantage of special offers. 
  • Foursquare has garnered millions of users who want to let people know where they've been, where they're headed and where they are now. 
  • If you’re a business owner, it allows you to reward customers with a coupon or offer when they ‘check-in’ to your business. It provides a measurable way to reward your most loyal customers while attracting new ones. 
So is your business optimised for social mobile marketing? 

Knowing a consumer's location, as well as the time they're at a specific location, can be a useful“predictor” of his or her intent to buy. You can use location-based marketing to:

  • Deliver a coupon, offer or discount to a mobile phone user
  • Display local ads to a person visiting a website from a specific location
  • Deliver detailed product information when someone is standing in front of the product
  • Offer incentives for location-based activities such as visiting a store multiple times
  • Make it easy to find nearby things such as stores, ATMs or even vending machines
  • Provide events and social opportunities based on a physical location
  • Share location-based information with others in a social network

Leverage the next trend in Mobile Marketing

Time and localise your mobile marketing to reach people who are actively sharing their location online. Here are a few tips for getting started:

  • Specify which geographic areas you cover. If you’re a service business that travels e.g. a plumber, you can specify on Foursquare, Facebook Places, Yelp or Google Places which areas you cover. This is also helpful for pizza/food delivery businesses.
  • Optimize your website for mobile. An easy-to–navigate mobile friendly site is a necessity, not just an option anymore.
  • Ensure your own location(s) are “check-in” worthy. Would you check-in to your own location a second time?
  • Allow customers to opt in. Not everyone is going to want to disclose personal information such as their interests and their location, so give them the option.
  • Be transparent. Once a customer has opted in, make sure to explain exactly how you plan to use the personal information you collect from them, assuaging any concerns over privacy issues.
  • Create great deals. Reach out to the deal services such as Group on and Living Social and ask specifically for ways to participate in their instant deals.<
  • Make it easy to opt out. Don't “lock” customers into a program they decide they don't want to be in. Just like any level of customer service, it's all about keeping customers happy, loyal and eager to make purchases.

Smartphone owners want quick access to location-relevant information on-the-go.So-Lo-Mo offers powerful new ways to promote practically any product, service, or venue.Whatever your goal, role, or industry, contact us to help you find new customers, strengthen brand loyalty, and increase profits.

Why Keep an Eye on Google Search Algorithm Updates

by: Dana Chen Fischer 

google search algorithm, google algorithm changes, google seo algorithmLooking Back at Some Notable Google Changes in 2010

Google keeps updating its algorithm for search with the prime purpose of delivering the most relevant and accurate results to users. However, if you are a search engine optimizer or a website administrator or a business owner running a website, keeping an eye on these changes is necessary no matter how fast-paced they are – they mean a lot for your business to survive in a very competitive market.

According to some SEO experts, Google made at least 300 changes in its organic search algorithm back in 2009. This suggests that search engine optimizers and Internet marketers who are doing search engine optimization campaign must not give so much focus or get too fixated on particular ranking factors – they can be changed or replaced anytime. Instead, make your SEO campaign process flexible enough to embrace whatever changes you encounter along the way – being always updated can help.

In 2010, Google made another yet significant updates to its search algorithm. And I am sharing below some of these changes – the ones that are the most notable for me:

  • Google Places (October 27) – this is the most recent update (as of this posting) that Google has made for its search algorithm. If you notice a map on SERP as you do an organic search – that is a result of this change.  Formerly known as Google Business Listing, Google Places today boosts businesses most especially those that are geo-targeted, introducing a whole bunch of new features including local search and map listings, real-time updates, custom QR codes and coupons, and even photo shoots for businesses.
  • Google Instant (September 8) – a new search development that gives search results real quick as you type. It gives a number of benefits including (1) faster searches as it can save 2 to 5 seconds per search (2) smarter predictions and these help guide you as you do  research and (3) instant results – it shows relevant searches even if you are still typing on a search box.
  • Google Real-time Search (August 27) – lets you see up-to-the second social media updates, news, articles, and blog posts about hot topics worldwide ( you should not wonder why you see twitter updates on Google search engine results page).
  • Google Caffeine (June 8) - dubbed as “the next-generation architecture for Google’s web search,” this was put in place aimed to give more quick and accurate results.
  • Mayday (May 27) - change in Google search algorithm aimed to display higher quality sites for long tail queries.
Those are some notable updates Google has made in 2010. For sure lots of updating works are underway. So web administrators and business owners, keep yourselves updated – that is for your online investment success.

Time for your company to show your “Face”

by: Dana Chen Fischer 

social media, social media network, facebook campaign, social media campaign,

Facebook stat: 400 million active users and over 60 million status updates per day

No company can afford to ignore Facebook’s 400 Million active users. The question is more like: how can you tab into this huge opportunity for your business?

Facebook is already the “world’s largest social network” in 2010 having fought closely with MySpace and Twitter. Let’s look at some stunning Facebook statistics:


  • More than 400 million active users
  • Average user spends more than 55 minutes per day on Facebook
  • 50% of active users log on to Facebook in any given day
  • More than 60 million status updates posted each day
  • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
  • More than 3.5 million events created each month
  • More than 3 million active Pages on Facebook
  • More than 1.5 million local businesses have active Pages on Facebook
(*Source: Facebook)

No matter what industry you are in or who your target audience might be; there is no denying that in one way or another, they are impacted by Facebook. If your business is not leveraging the power of this social network, you are missing huge opportunities. But it’s never too late to begin!

Ads, Polls, Groups, Sponsorships and More…

Facebook Advertising and Marketing


With 400 million users on Facebook, you know you are connecting with real people. More importantly, you are reaching out to the right people at the right time! Your business can use Facebook advertising to help increase demand for your product or service. Facebook Ads makes it easy and cost-effective to quickly set up and manage your campaign. You can use image and text-based ads, advertise your own web page or something on Facebook like a Page or an Event. Facebook Ads offers you the flexibility to choose -- to pay per click or pay per impression in your local currency.

Advertising online is all about measurable results. You can optimize Facebook ads to track your progress with real-time reporting. By gaining insights about what type of users are clicking on your ad, you can make modifications to maximize your results.

You also have the ability to combine other marketing solutions (like polls, sponsorships, groups, etc.) with your Facebook advertising to gain greater ROI. For example, when you have a well established Facebook presence with your ads, plus Facebook Pages or Facebook Events, you can take your advertising message a step further. Turn your ad into a trusted referral by including content from a user’s “friends” who are already affiliated with your products or services! For a low cost of participation, you get a truly engaged audience. Nothing can beat the positive and long-lasting results of that!

This is Real-time Socializing

Facebook Mistakes You Should Avoid


Having a large circle of “friends” on Facebook is great, but as a business owner, you need to be cautious about how you interact online. Expanding your network by sending out several friend requests to people you have never interacted with in some way can be a waste of your time and theirs. It’s the same thing with “accepting” friend requests. If you want to socialize in real time, it should be with people who have something to offer that interests you; something than can add value to your life in some way. At all times, whether it is just “writing on the wall”, a Facebook Ad campaign, a Page or an Event, your Facebook time must engage your target audiences in meaningful and positive experiences online.

Local Search Marketing - High quality local leads that you need to tap into

by: Dana Chen Fischer 

If your website appears in Google map local search result, you can expect some high quality local leads for your business. If potential clients do a Google search for a business, the first results will most likely be local business in the user's surrounding area. Also known as local business result or Google Map. The benefits of this kind of search are obvious. The only question is, how can a company get itself listed higher in the ranking and be displayed in the map?

Here are a few factors to keep in mind when trying to determine a website's rank in Google:

  • Physical location of the business – P.O. boxes are not enough.
  • Website domain name – include a Geographic modifier in the URL if possible.
  • What people say about the company - reviews (ratings, reviews, power reviews, sentiment analyses, and unstructured reviews), citations, as well as displayed information from citysearch.com, yelp.com, etc.
  • Links from a vertically-relevant authority sites (such as the Chamber of Commerce, etc.).

Remembering these ideas can help you design your site so that more local searches turn up your business. This can seriously increase traffic to your site which will in turn lead to more business.

Next time I'll discuss some more about local search marketing - more ways you can strengthen your company's Google map score.

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