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marketing. Using location-based social networks such as Foursquare or Shopkick and local-marketing deal-of-the-day services such as Groupon or LivingSocial, retailers can engage consumers with local online or mobile phone deals (see Marketing at Work 6.2). Increasingly, location-based marketing is going mo-bile, reaching on-the-go consumers as they come and go in key local market areas. It’s called SoLoMo (social+local+mobile)marketing:21With the rise of smartphones and tablets that integrate geo-location technology such as GPS, marketers are now tapping into what experts call the Social Local Mobile (SoLoMo) revolution. SoLoMo refers to the ability of on-the-go consumers to get local informa-tion fast, wherever they may be. Services such as Four-square and Groupon, and retailers ranging from REI to Starbucks, have jumped onto the SoLoMo bandwagon, primarily in the form of smartphone and tablet apps.Mobile app Shopkick excels at SoLoMo. It sends special offers and rewards to shoppers simply for checking into client stores such as Target, American MicromarketingTailoring products and marketing programs to the needs and wants of specific individuals and local customer segments; it includes local marketingand individual marketing.Local marketingTailoring brands and marketing to the needs and wants of local customer segments—cities, neighborhoods, and even specific stores.Increasingly, local marketing is going mobile. Mobile app Shopkick excels at SoLoMo (socialH11545localH11545mobile) by sending rewards and special offers to shoppers for simply walking into client stores such as Target, American Eagle, Best Buy, or Crate&Barrel.Shopkick.
Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers213Marketers use a host of factors to target customers—from de-mographics and psychographics to detailed purchase histories. However, today’s marketers are increasingly adding an impor-tant new targeting variable: location—where you are, right now. Thanks to the explosion in net-connected smartphones with GPS capabilities and location-based social networks, companies can now track your whereabouts closely and gear their offers accordingly.Today’s high-tech location-based marketing takes two ma-jor forms. One is mobile “check-in” services—such as Four-square, Shopkick, and Scvngr—where people check in on their smartphones to reveal their locations and obtain special retail offers. The other is “deal-of-the-day” online marketers—such as Groupon and LivingSocial—that partner with local busi-nesses to offer local shopping deals to subscribers based on where they live and what they like.The location-based check-in services bridge the gap be-tween the digital world and the real brick-and-mortar world. For example, Foursquare’s location-based mobile app lets its more than 30 million users visit participating retail locations such as Starbucks, their favorite local pizza place, or any of more than 1 million other businesses. They check in by pushing buttons on their mobile phones and reap special rewards. That typically