How to evaluate advertising effect of SoLoMo communication?

• Main Authors: Huang, In-Tin, 黃映婷
• Other Authors: Chiu, Hung-Chang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/96794671893795072162

碩士 === 國立清華大學 === 科技管理研究所 === 102 === Abstract The evolution of mobile devices arising from the explosive dissemination of Smart phones is widely changing life as we know it. In particular, as marketers, the traditional digital marketing such as emails or pop-out banners on websites can no longer fully satisfied today’s context of consumers’ behavior. Therefore, SoLoMo communication, containing Social, Local and Mobile attributes, is born. With the mobility of Smart devices, location-based information and fast-prevalence social media, marketers can provide more creative and surprising marketing communication with customers, fulfilling the perfect combination of virtual and real world (O2O, online to offline). Take “Mini Getaway”, marketing campaign held by Mini cooper in Stockholm for example, which is composed of Advergame theme of the event, GPS (location-based and) and viral marketing via social media (social) to boost customers’ brand attitude and brand awareness. As long as participants download the APP, they can join and chase after the virtual new-released Mini Countryman car. Once the player possesses the virtual car till the end of the event, he/ she can actually win back a real Mini Countryman! This study defines SoLoMo as one up-rising type of communication; consequently, the classical communication theory (Lasswell) is adopted. The four main factors (entertainment, infrmativeness, credibility and personalization) of mobile advertising toward advertising effect are discussed under different context of product type (search/ experience product). The results show that among higher proportion of all main attributes in SoLoMo communication, search products will generate higher advertising effect than experience products.