It’s all Lo So Pho Mo – I tells yer

Away with Doug Richard at the #s4swales event helping start up businesses get better and better with digital marketing over the last few days and it hit me, you really not only can learn and awful lot about everything over three days but also you can’t teach everything in three hours.

Feedback from the event has been amazing, people have been tweeting praise, and the welsh government has been happy – even ecstatic – which is great to be involved in something which gives so much knowledge about greatmarketing and business in such a small amount of time.  

It was a great series of speakers, from the ex enterprise head for Amazon hitting home about fulfilment , Doug Richard himself with his focused delivery and wisdom, and Andrew Davis with an astounding amount of knowledge on all things social, myself, Dan Sodergren, energetically teaching about digital marketing and PPC advertising. Giving people a high return on investment from pennies rather than pounds which is what we specialise in through our great marketing workshops.

However, there is so much more I wanted to teach people, not just from an egotistical point of view, but because the internet and digital marketing has gone through a revolution over the past year all which has changed the way we do greatmarketing and more importantly and rarely all of it in favour of the small business.

You see its now all about LOSOPHOMO. So much so I think I might start a website forum about it 🙂

Lo – location, so – social, pho –photography (and any use of the camera) and mo – mobile.


Without geo locational advertising our consumer knows we don’t know they will enough. Why would I get an advert for something I can’t buy and buy now? Why give someone in London an advert for something they can only get in Manchester. Location is both in time and space. Why offer me something I can’t buy for a month? The nearer the offer in both time and space the more likely the sale. Hence, the potential of being able to advertise within certain locations digitally is such a powerful idea then you mix this with the potential of mobile GPS advertising the world changes.

This is the mixed up world of both social and local. The world of checkin’s and geo location. A leading company researching this new frontier in America is called Lightspeed who in the last year reported in America that thirty-seven percent of respondents on Lightspeed’s Mobile Consumer Panel had checked in using a location-based application during the past six months – with the percentage jumping to 54 percent for 18-24-year-old males. The (52 percent) had checked in with Facebook Places, while eighteen percent were using FourSquare and 12 percent were using Google Latitude. The most interesting stats was that Eighty-five percent of location based apps users said they would be likely to visit a store or restaurant if they received a coupon or free item for checking in nearby. This idea had appeal across all age groups.


Everyone knows that the internet has gone social, the internet has gone past the linking of people with information (1.0) to people with people (2.0) to maybe a new frontier (3.0) linking people with people to places and times. But just with social itself, Facebook has 700 million users, Linkedin 100 million, there are countless other elements of the social world or as Brian Solis calls it ‘The Conversation Prism’. In this world of social many new elements have appeared: platforms like Twitter with over a billion tweets a day and the ability to locate the person tweeting. Youtube with it’s 48 hours of material uploaded every minute is the human races biggest joint social endeavour to date.

However, unlike the traditional web and traditional marketing the social aspect and platforms are not controlled by the brands – they are a produce by the people for the people with brands advertising through sponsorship or through content creation. They are channels of communication that can go two ways. They are as Seth Godin puts it ‘the double edged sword’. They are as I put it – the moment of revolution. Not evolution but revolution proven by their power to create social change or attempted physical revolution in places likes Turkey and Syria.

Marketing wise, the revolution is that we can now pick our psychographic as well as demographic thanks to the wealth of cultural specific information Facebook gives us. Our great marketing can be focused like a laser beam on our chosen potential clients (a sure fire way of saving money with guerilla marketing.) And more importantly your potential customers can tell their friends – in just one click – that they ‘like’ you – taking advertising and making it potentially viral (something which has never happened before)

We can now even convert this traffic straight into potential wealth with F-commerce platforms and website entirely housed within the walled gardens of Facebook (and I presume soon other social platforms.) Social is huge paradigm shift in marketing and one that we will not move back from.

Whether the full power can be harnessed by small businesses marketing is something that I would question due to the very nature of marketing and social proof i.e. who would be a fan of something they knew nothing about. It is this inherent problematical that means social should be only used as part of a bigger marketing strategy. Remember Awareness must come before Action.

However, we all do use these social platforms to change our lives. It is reported that 360 billion pieces of content are shared on Facebook in a single year, 60 billion videos are watched on YouTube each month, and 36 billion photos are uploaded to Facebook each year. And photos is the next big thing.

Photography and Scanning: The use of the camera and web cam in any appliance.

This seemingly innocuous device the small camera – the crystal eye in web cams – the more advanced mega pixel devices in mobiles is a HUGE potential for marketing. And one many people do not realise. You see the web is a visual place – and more and more it is a video place. According to Cisco 90% of web traffic will be video by 2013. Your home TV will become just another monitor. You will have pay and display programming and advertising integrated into our normal viewing experiences.

Bu this is for a much bigger talk on the future of the advertising revolution and augmented reality. For now, just now, that people taking pictures of places and things is just the start of this phenomenon. If you product or service is visual (and all are) then start looking into Youtube and Flckr as places to dominate your keywords before your competitors do.


Mobile is the next big thing. Scratch that mobile was the next big thing, smart phones are now past tipping point more than 37% of people own one in the UK, and we have a growth year on year better than anywhere in the world with around 70% growth. By the middle of 2011 – 85% of handset will be able to go online. By 2012 mobile internet users will outnumber desktop users. Tablet growth will be exponential and help the mobile marketing cause.  Mobile payments will become commonplace with the increase us of NFC, and Google predict that £3.3Bn worth of goods will be sold through M-commerce in 2013. Mobile Marketing is a BIG growth area for #greatmarketing.

Mobile marketing can come into two or three opportunities for small businesses. One pure mobile i.e. is your site mobile optimised? Does your demographic own a smartphone and if so can you advertise your offering to them? Can you service or product be sold through a mobile phone? Some big brands have noticed a 600% increase in m-commerce over the last year,  ebay sells something via mobile every second.

Two, a hybrid of mobile and location, where you can use coupons delivered to people’s mobiles when they get within a certain range of your location (in time and space.)In this arena, even SMS text is performing well with a reported 59% wanting retailers and brands to contact them using SMS, finds research from mBlox, showing a huge potential for Blue Tooth push technologies. Mobile coupons are another area of massive potential with as many as 71% of consumers in the UK wanting mobile coupons sent to their phones while they are out shopping. Believe you me, Groupon will be moving into mobile very soon and ever other coupon / group buying force will do so.

The third area is a mixed up of old technology, social and cultural references and a huge opportunity for all marketing. It is the area of Augmented Reality. Put simply now with your mobile phone businesses who wish to market their products through mobile phones can tell:

–          Who you are; not only by device demographics but through social demographics via facebook and other mobile and social networks.

–          Where you are; through geo locational use of smart phones (GPS) or you checking in.

–          What you want, through keyword analysis through search or through collective intelligence monitoring through twitter and Google.

–          And when you want it – mainly by timing advertising and by analysis of when you are active.

If you can imagine on top of this you can augmented different marketing ideas and graphic adverts on your live view of your smartphone or through an app. Then you now have a feeling about where marketing is going.

It is all LOSOPHOMO and then some – which is a new way of understanding the next level of the advertising revolution.

I feel I should buy some domain names after that 😉




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