The acronym SoLoMo stands for the keywords Social, Local and Mobile and means a social movement and new orientation of online marketing strategies.

Model development

SoLoMo is based on three social developments: The increasing presence and networking within social networks (social media), a growing local use of the internet (Local) and the increasing popularity of mobile devices like smartphones or Tablets (Mobile).


The challenge for marketing is to align its campaigns with the SoLoMo phenomenon by linking the offline world with the online world.


A meanwhile widespread model is geolocalisation. Using an app, users can tell their friends where they are via localisation. Also online shops can use the SoLoMo movement for themselves by using social applications to offer discounts to consumers who have shared a product for example on Facebook.