SOLOMO CONCEPT IN PRACTICE – BENEFITS AND RESTRICTIONS FOR SELECTED TARGET GROUPS
SOLOMO CONCEPT IN PRACTICE – BENEFITS AND RESTRICTIONS FOR SELECTED TARGET GROUPS

Summary/Abstract: The implementation of marketing activities in the digital world is constantly subject to changes, which are mainly a result of the expanding trend of the availability of advantageous high-speed Internet connection with high-quality signal in mobile networks. The increase in the popularity of intelligent phones (Smartphones) on the market is setting a completely new standard for the exchange of views and experiences, sharing and downloading of the content with the informational value via Social media. The new challenges generally refer to a number of ways to make relevant information available to participants in the communication process, while in an effort to maximize the value and usefulness of the information, the issue of possible synergies among several otherwise relatively separate platforms for communication come to the fore. It is the combination of the benefits associated with the use of social media, geolocation services and mobile devices that the SoLoMo concept is dedicated to, ensuring a successful and effective marketing strategy. In his scientific paper, the author also tries to identify possible restrictions that may have a negative impact on the course of communication through Software products supporting the SoLoMo principles and in such a way endanger the addressing of the target group in the required form.

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