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This chapter is excerpted from ‘R U #SoLoMo Ready?: Consumers and Brands in the Digital Era'. In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Nowadays, consumers are rapidly moving between channels and platforms, and that is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they can post an update on their Facebook timeline, referencing the retailer's page. SoLoMo consumers have three basic characteristics: SOcial media engagement, LOcal findability, and smartphone MObility. In the following chapters, the authors conceptualize this new marketing approach, while providing examples to illustrate the case. The SoLoMo phenomenon has completely changed the way marketers have to operate their campaigns, from the way they even conceive of their relationship with the customer through to the way they design and operate campaigns themselves. The crux of the matter is that there has been a convergence in marketing as much as there has been a convergence in technology.