What is So(Social) Lo(Local) Mo(Mobile) and Why is it important to Marketers?

SoLoMo – A comprehensive marketing solution for local businesses

SoMoLo is an acronym for Social+Mobile+Local marketing and it is an increasingly common term referring to a new marketing approach. You may have read plenty about each of the individual elements; if so, you’re likely to be asking questions like:

• Isn’t this just semantics?
• What’s so different?
• Where is the opportunity?

Good questions. But hopefully when you’ve finished reading this post, I’ll dispel any question about whether SoMoLo is just a matter of semantics, and I’ll prove to you that a traditional marketing approach will leave Marketers disappointed. In contrast, Marketers who approach today’s SoMoLo consumer with a new mindset are delving into exciting territory with plenty of opportunity.

Before explaining its importance and relevance to Marketers, I’ll briefly touch on each of the three aspects of SoMoLo—social, mobile and local.

Social: The connected consumer

When we say social, we don’t just mean talking—we mean always connected. With today’s digital tools, consumers can access and share information instantly, and that connectedness has completely reshaped how they buy products and services.

Brands are no longer the go-to authority for purchase decisions. Instead, consumers turn to social networks, online communities, and third-party reviews before opening their wallets. They scroll TikTok for product demos, check Reddit for unfiltered opinions, and trust influencers or friends more than branded ads. Everyday social activities now include asking for recommendations, posting reviews, and sharing experiences that influence their circles.

And the numbers tell the story. In 2025:

• 84% of shoppers say they trust online reviews as much as personal recommendations (BrightLocal).

• 70% of Gen Z and Millennials have purchased a product after seeing it on TikTok, Instagram, or YouTube (HubSpot, 2025).

• Nearly half of consumers use their mobile devices in-store to compare prices, read reviews, or text a friend before making a purchase (Pew Research).

The implication? Social proof isn’t optional—it’s the currency of modern commerce. Every comment, share, and review represents an opportunity for businesses to gain visibility, earn trust, and influence buying decisions in real time.

Mobile: Today’s Consumer is Largely Defined by Their Mobility

The mobility of today’s consumers—combined with the power to shop anytime on smartphones and tablets—has completely transformed the shopping experience.

Not long ago, shopping was an event. Families would dress up, head downtown, and spend the entire day browsing stores. Today, shopping is no longer a destination or a ritual—it’s simply a moment woven into everyday life. Whether it’s from the couch in pajamas or the passenger seat on a road trip, purchases now happen anywhere, anytime, with just a few taps.

Local: Consumers Get Social Where They Are

Mobile usage has become inseparable from local discovery. In 2025, over 90% of smartphone owners regularly use location-based services to find restaurants, events, transportation, and shopping nearby (Statista, 2025). What started as a niche behavior more than a decade ago has become the default way people engage with businesses.

Today’s location-driven platforms aren’t just about “checking in.” Consumers expect real-time, personalized offers delivered through the apps they already use every day—whether that’s Google Maps, Apple Maps, Instagram, TikTok, or local review platforms like Yelp and Nextdoor. Businesses are responding by combining promotions with social sharing, reviews, and loyalty perks to drive engagement.

And while social platforms often grab the spotlight, don’t underestimate the power of email and SMS. In fact, consumers are increasingly open to receiving geo-targeted texts, push notifications, and emails—as long as they’re relevant. According to recent studies, more than 70% of mobile users say they’re more likely to engage with a brand when promotions are tied to their current location.

The takeaway? Local relevancy changes everything. When offers, messages, and experiences are delivered “in the moment,” consumers see them less like spam and more like helpful, timely opportunities.

How is SoMoLo Different in 2025?

The true opportunity lies in creating a dynamic, relevant, and connected customer experience by weaving together social, mobile, and local into one seamless strategy.

1. Linking the three elements. The most successful brands engage consumers at the intersection of social, mobile, and local, where attention and influence overlap.

2. Aligning internal resources. Every team—especially customer-facing staff—must be informed and aligned. A geo-targeted promotion or social campaign loses impact if employees can’t reinforce it in real time.

3. Meeting consumers across channels. Shoppers move effortlessly between apps and platforms. A customer might discover a brand on TikTok, check reviews on Google or Yelp, redeem a mobile offer through Apple Wallet, and then share the experience on Instagram or Snapchat—all within minutes.

That fluid journey makes an integrated strategy non-negotiable. Businesses can no longer treat social, mobile, and local as separate silos. Instead, they must deliver a consistent brand experience that feels relevant whether it happens in-store, in-app, or online.

Beyond legacy check-in apps, today’s consumers rely on Google Maps, Apple Maps, Yelp, Instagram, TikTok, and even Nextdoor to discover, rate, and share. Each of these touchpoints is a chance to capture attention, build trust, and turn a single customer interaction into amplified word-of-mouth.

In short: SoMoLo isn’t just about technology—it’s about orchestrating the entire customer journey so that every interaction feels personal, timely, and connected.

A SoMoLo Strategy Puts the Customer Experience at the Center

At its core, a SoMoLo marketing strategy places the customer experience above everything else. Today’s consumers don’t just want to be sold to—they want to be part of the process.

Traditional marketing focused on features and benefits, packaged neatly into sales materials. The modern approach flips that script: it’s about helping consumers with relevant content that guides them to discover, evaluate, and use your products or services in meaningful ways.

This shift demands a new mindset. Marketers must:

• Walk in the customer’s shoes. Identify friction points in the journey and proactively design better experiences.

• Adopt curiosity and a growth mindset. Ask questions, test ideas, and explore new ways to add value.

• Meet customers where they are. Whether they encounter your brand through a TikTok review, a Google Maps listing, or a mobile push notification, every touchpoint should feel consistent and helpful.

Listening is as important as messaging. Marketers must monitor conversations happening across platforms, audit their social presence, and adapt strategies to align with what customers are actually saying. There is no one-size-fits-all solution; experimentation and iteration are the keys to success.

Yes, the end goal remains sales—but the most effective SoMoLo strategies drive purchases by creating exceptional experiences that transform buyers into loyal advocates. These advocates don’t just return—they promote your brand, amplify your reach, and help fuel long-term growth.

That’s exactly what ThePixel delivers. We help businesses design integrated, customer-first strategies that leverage social, mobile, and local channels to create loyalty and measurable results. By aligning your digital touchpoints with today’s consumer expectations, we ensure your brand isn’t just selling—but connecting, growing, and leading in your market.

SoMoLo Opportunity

Mobile has completely reshaped how people discover, engage, and buy. In 2025, more than 90% of smartphone owners rely on location-based services to find what they need—whether it’s a nearby café, shuttle service, or last-minute retail purchase. Platforms like Google Maps, Apple Maps, TikTok, Instagram, Yelp, and Nextdoor have become the new storefronts for local businesses, where engagement happens in real time.

A successful SoMoLo strategy (Social, Mobile, Local) benefits marketers not only by increasing business, but by transforming consumer behavior. When campaigns are executed well, customers feel more connected to the brand, leading to higher engagement, repeat business, and genuine advocacy. Loyal customers don’t just buy; they share, review, and recommend. They also provide valuable feedback that helps businesses refine their services and innovate—creating a cycle of collaboration and co-creation.

That’s where ThePixel comes in. We specialize in building digital strategies that align with how consumers behave today. From mobile-first website design and app integration to geo-targeted campaigns, email automation, and social media engagement, we help brands craft experiences that feel personal, timely, and relevant. Our approach ensures your business doesn’t just show up in local searches—it stands out, connects, and converts.

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