R U #Solomo Ready?: Consumers and Brands in the Digital Era

Name: R U #Solomo Ready?: Consumers and Brands in the Digital Era
Brand: Business Expert Press
SKU: 9781631572562
Price: 1523.0 INR
Availability: InStock

by Stavros Papakonstantinidis

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ISBN13: 9781631572562
Binding: Paperback
Subject: N/A
Publisher: Business Expert Press
Publisher Imprint: Business Expert Press
Publication Date: January 22, 2016
Pages: 180
Original Price: USD 21.99
Language: English
Edition: N/A
Item Weight: 173 grams
BISAC Subject(s): Advertising & Promotion

About The Book

In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Consumers are rapidly moving between channels and platforms, which is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they can post an update on their Facebook timeline, referencing the retailer's page. SoLoMo consumers have three basic characteristics: SOcial media engagement, LOcal findability, and smartphone MObility. The authors conceptualize this new marketing approach, and provide examples to illustrate the case. The SoLoMo phenomenon has completely changed the way marketers need to operate their campaigns, from the way they conceive of their relationship with the customer to the way they design and operate campaigns.

About The Author

Papakonstantinidis, Stavros: - Stavros Papakonstantinidis is an assistant professor of strategic communications and a certified professional for online training. He has been assigned to be Cedefop's delegate for EU-related research projects on the labor market as Greece's Individual Country Expert. He received his doctorate in the social sciences from the University of Leicester, his MSc in strategic communications from Ithaca College, and his BA in communication and mass media from State University of New York (SUNY) at New Paltz. He has 15 years' experience working in hospitality marketing, public relations, and organizational communication.

Poulis, Athanasios: - Athanasios Poulis is a senior lecturer at the University of Brighton. He earned his PhD in marketing from Athens University of Economics and Business and his MBA from Stirling University of Scotland. He has been a consultant in branding and social media campaigns in various sectors for the last 10 years.

Theodoridis, Prokopis: - Prokopis Theodoridis is the assistant professor of marketing at the Deptartment of Business Administration of Food and Agricultural Enterprises of the University of Patras. He received his PhD from Athens University of Economics and Business and his MSc in marketing from University of Stirling, UK.

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