R U #SoLoMo Ready?

Setting the Scene

Chapter One introduces the reader to the SoLoMo experience in digital marketing. Primarily, however, it briefly defines essential tools of digital marketing to help the reader shape a clearer view of the digital marketing landscape. Then, we signify the SoLoMo concept’s importance in marketing literature by mainly explaining its impact on consumers and brands. As users are being transformed into presumers, producers, and consumers at the same time (Trendwatching, 2014), the web becomes a more semantic environment, with its own culture and set of expected consumer behaviors. Therefore, the first chapter presents the general characteristics of the new, more digital-oriented user, the SoLoMo consumer.

In Chapter Two the SoLoMo ...