DeHood: Neighborhood Networking
The companies that presented at our location-based marketing event each had distinct value propositions for consumers and marketers alike. We were quite conscious about avoiding overlap and redundancy. Though each shares location as a feature, the products are all distinct in how we use them.
The last company to present is the first that we’ll feature here. DeHood is based in Palo Alto, CA. The company launched formally in June of 2010 and has recently released version 2.0.
Read MoreLocation-Based Marketing: The Revolution
We recently hosted an event for Social Media Week LA called “Location-Based Marketing: To Check-in or Not to Check-in?” Six different companies presented, which were followed by a panel discussion. We also previewed our location-based analytics solution (LEA), which was just released into alpha. We’ll recap the event in a series of blog posts. First, the setup.
Location-based marketing (LBM) is as old as marketing itself. It takes many forms from billboards and in-store promotions to digital out-of-home and the guy on the corner dancing wildly in a chicken suit with a sign shaped like an arrow. Location is one of the most relevant forms of advertising because, by definition, you’re present. The cutting edge in location-based marketing is smartphones. And while they account for a small piece of LBM pie today, they are revolutionizing the whole of it.
Read MoreMomentFeed Launches at Geolocation Conference
Publishes whitepaper on location-based marketing:
From Hype to Holy Grail, Location is the New Frontier in Digital Marketing
We’re celebrating the official launch of MomentFeed today at the Geo-Loco Conference in San Francisco. To mark the occasion, we’re publishing a whitepaper for the benefit of marketers, agencies, and the location-based services (LBS) industry. From Hype to Holy Grail focuses on the opportunities and challenges of location-based marketing as well as those of the LBS industry.
MomentFeed was founded by Rob Reed, an entrepreneur and thought leader on the topics of marketing and sustainability. He’s also the founder of MaxGladwell.com, an industry-leading blog on social media, geolocation, and sustainability. Rob recently served as Vice President of Marketing and Government Relations for online postal mail provider Zumbox and has twice been ranked among the Top 100 Social Media and Internet Marketing Bloggers (#32) by Cision.
MomentFeed develops location-based marketing strategies and technology solutions. We help agencies and large brands effectively leverage this new channel. The service offering includes a proprietary analytics solution for monitoring, managing, and optimizing location-based campaigns. We work with multiple location-based service (LBS) providers to offer a wide range of engagement options with maximum reach and frequency. The MomentFeed platform enables brands to address the entire LBS market.
“The context of the Geo-Loco Conference is ideal for the launch of MomentFeed,” Reed said. “The focus on how brands can leverage geo and how geo can leverage brands is exactly what MomentFeed is about. There is truly a yin-yang dynamic in location at this early stage. Brands and LBS providers need one another. And consumers need them to work together. At the end of the day, it’s a win-win-win if done right. That’s why MomentFeed exists.”
The MomentFeed platform helps marketers to understand the LBS channel. It enables foot-traffic monitoring for thousands of locations and multiple LBS providers. It provides aggregate data as well as an algorithm that determines the level and value of location-based engagements. It also provides competitive analysis.
The MomentFeed team consists of an experienced group of marketing and technology executives who believe the nexus of mobile, social, and location amounts to the Holy Trinity—as well as the Holy Grail—of marketing.
Read MoreMobileBeat 2010 Location Roundup
As the two-day MobileBeat 2010 conference wraps, we round up three highlights from the LBS conversation.
1. Location-based services need brands more than brands need them
As we’ll argue in our forthcoming whitepaper, success of LBS as a marketing channel will rely heavily on big brands activating it. This is clearly in their interest because it’s a powerful channel, but the value exchange between brands and LBS must be acknowledged.
Another great point in this piece is about fragmentation.
As Jacobsen sees it, one challenge is the fragmentation of location-based services right now. With dozens of companies working in the sector, brands are still in an experimental phase. “Ultimately, there will be only a few select winners of that space. Brands want to work with companies that have a sales force, and some of the companies are better at it, like Yelp, which has a dedicated sales force. When a startup grows enough to afford to have a sales force, that’s when their chances increase,” Jacobsen said.
Fragmentation in LBS will only become more pronounced. Sure, there will be big players, but there will also be countless mid- and small-sized players because location i.e. the real world is also fragmented. The model to follow with LBS is not social networking (read: Facebook) but rather publishing. In which case LBS providers of all sizes might end up outsourcing some of their sales activity to companies that specialize in selling and leveraging the space.
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