All brands need to prepare for the localization of marketing...or get left behind
It's late 2009. Foursquare and Gowalla are the rage among the technorati. Social navigation app Waze is just getting traction. Twitter acquires GeoAPI, a startup specializing in location technology, and the tech blogs are buzzing about the promise of geolocation -- about the idea that location-aware mobile devices will revolutionize how consumers and brands interact in the physical world.
This is the dawn of the modern mobile era -- an era defined by iOS and Android devices and by the decline of PCs as a broad mechanism for accessing the internet. This is the context in which my first software company, MomentFeed, was founded five years ago.
MomentFeed is an enterprise marketing platform. Like so many others, it's a SaaS model that integrates a range of marketing channels and disciplines into a unified solution for large brands. What sets MomentFeed apart, however, is not some set of features and capabilities. Rather, it's an entirely new marketing dynamic: the millions of places where companies do business and how billions of consumers interact with them via mobile devices.
Inspired by the revolution in mobile computing that was just getting started, we set out to build...