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Dear reader,

Welcome to Asian eMarketing that is dedicated to SoLoMo and Multichannel Marketing this
month.
New drive has come into the Internet market due to three factors: a greater involvement of
the Internet in everyday life (social), a changing focus (local) and a growing usage of a new
type of internet access (mobile). This trend is described by the neologism "SoLoMo" and it
creates the connection between the offline and online world, since offline content can now
be recorded, processed and enriched with digital information.
Based on a smartphone's current location, streets, buildings, and shops can be detected
and supplemented with virtual information. Online content is now more than ever in direct
correlation with the offline world and at the same time, the offline world is reflected more
accurately through online offerings.
SoLoMo will change consumer behavior as well as the strategic direction of many compa-
nies, as there are literally unlimited possibilities of personalized and targeted advertising
that provide sustainable activity through SoLoMo.
Advertising that is geared to SoLoMo offers greater transparency, more product information
and ultimately leads to a higher relevance of the purchase offer, since it is closer to the
point of sale.

So stay tuned and enjoy reading more about it.

Daniela La Marca

Editor-in-Chief, Asian eMarketing

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Phone: +65 6836 1807 email: info@mediabuzz.com.sg www.mediabuzz.com.sg

2 Asian eMarketing May 2014 - Multichannel Marketing— SoLoMo