Proximity, ie. Location, location, location
Although very similar to Place, in origin of the word, proximity is important in social media marketing because of our evolution to being consumers of smart phones, and mobile devices. With Social Mobile Local (SoMoLo) comes many check-in applications where people can share their exact location and thereby vote for products and venues based on their visit to a particular store, restaurant or other venue.
Proximity indicates where you are located in the world, whether near or far and allows for marketers to effectively create value for you based on your physical and geographic location.
Proximity has opened up a whole new way of marketing for local businesses including those brave enough to try group buying coupon/deal services like Groupon, LivingSocial, Bloomspot, and Yipit (to name only a few). Proximity is about place, but it’s not about the marketer wanting to have the product on the shelf at eye-level. It’s about reaching out to people who are already nearby or who have friends nearby, providing value in the form of convenience and connection. It’s about reaching people where they are, ie. adding value instead of paying for placement.
How are you using proximity and SoLoMo in your business?