Local startups have reached a sort of tipping point – go big, or go home. But is the choice to go deeper, honing and perfecting a best-in-class point solution? Or leverage the customer base and develop (or acquire) adjacent products? Both have a place in the connected local economy, which calls for specialists as well as full-suite offerings. Local businesses, whether locally-owned or a major national company with multiple locations, are still navigating their way through their own local marketing strategies. It’s as much about understanding their needs as it is navigating rapid changes in technological capabilities.
There will be shakeouts along the way. We’ve already seen them. Daily deals stormed the local landscape until the model was worked out and rolled up as a feature in other offerings. Now, “on-demand” and programmatic tech are poised to see their own shakeout, which will likely follow the same path as the daily deals: They won’t disappear, just find new incarnations inside other companies.
At the fifth annual Street Fight Summit on Oct. 20th in New York City, panels and presentations will explore this shifting landscape. The conversations will look at the future of beacons, retail marketing, the changing programmatic landscape, where investors are putting their money, and the nascent battle in mobile. In the connected local economy, the broad will meet the deep, but it’s still anyone’s game.