How many times have you passed through your marketing department and been utterly confused by the new buzzword of the moment?\u00a0 The newest buzzword to hit the tongues of trendy marketers everywhere is SoLoMo, which stands for the collision of social media, local search and mobile search.\u00a0 Essentially, SoLoMo pins down the habit of consumers who use smartphones to socialize about products, search locally, and call or check in to local businesses using their mobile device.\u00a0 Considering that more than 20% of all searches being done on a mobile device now, it is clear that the era of mobile work is at hand. This is one trend worth paying attention to.\n\tHave a Mobile Ready Site\n\tIf your company decides to cash in on the SoLoMo trend, you won\u2019t get very far with a website that looks awful on a smartphone.\u00a0 To attract mobile users, your company website needs to be an incentive to potential buyers, not a deterrent.\u00a0 Here are a few things to keep in mind for a successful mobile site.\n\t\n\t\tHave clear navigation:\u00a0 readers need to be able to get to your company\u2019s most important content quickly and easily\n\t\n\t\tCreate readable content:\u00a0 with all of the noise going on around us, you need to grab reader attention instantly\n\t\n\t\tThe less images, the better:\u00a0 if readers have to scroll past the break because of a large image, then the image is not effective\n\t\n\t\tStay away from Flash:\u00a0 you can argue with Apple all you want but the fact remains that Flash is currently not mobile friendly\n\n\tThink Beyond Apple Apps\n\tThough iPhones have the corner market on apps, there are actually more total Android users.\u00a0 The Android mobile operating system is free, which is why Android phones are so cost-effective, reaching a market that Apple seems to constantly ignore. So if you decide to invest in a mobile app for your business, it would certainly be wise to create one that works on both iPhone and Android.\u00a0\n\tBeyond smartphones, also consider the rise of the tablet.\u00a0 Again, think past the iPad.\u00a0 Tablets have very specific display and interaction constraints which will affect your entire online presence.\u00a0 Standards for these devices are already well-known so use that knowledge to your advantage.\u00a0 If you can develop these new apps in-house, do!\u00a0 Your mobile app will be a lot more effective if you don\u2019t treat it like a quick fix.\u00a0 Instead, think through your product up, down, backwards and forwards and determine how will an app will best align your product with evolving consumer behavior.\n\tBe Involved in Social Media\n\tI\u2019ve said before that social media can\u2019t be ignored. Not only would you miss a whole slew of business opportunities but social media actually helps your company as a whole be more transparent if you and your IT department take an active role.\u00a0 Social media tethers a connection between you and your customers.\u00a0 You can connect directly with current and future customers to gain insight into what is desired in future product offerings.\n\tAnother reason to be involved with social media is to be aware of the privacy policies with each social stream your company is involved in.\u00a0 If location-based tactics are put in place in your company, you\u2019ll have to make sure that customer privacy is kept in mind.\u00a0 According to Innovation Excellence, \u201cFueled by multiple \u2018geo-awareness\u2019 technology components, location-based marketing will create new types of value exchanges between marketers and consumers. Behavioral data tracking will evolve to real time value creation between marketers, content creators, consumers and social networks.\u201d\n\tYour company will need to be respectful of customer privacy and be transparent in what you do with customer information.\n\tSoLoMo is going to demand mobility, preparation, and transparency from your IT department.\u00a0 So are you going to take SoLoMo head on?\u00a0 I\u2019d love to hear what you\u2019re currently doing or thinking of doing with this new trend.