Brandify Launches Mobile-First Incubation Lab

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Multi-location digital marketing platform Brandify announced this morning that it’s debuting Brandify Labs, a mobile-first incubator focused on innovation.

“The local marketing ecosystem is consolidating,” says Brandify CEO Manish Patel. “After 20 years in this market I predict there is going to be a vacuum, one that is going to call for more intelligent and sophisticated platforms.”

Research will be a primary goal of the incubator, and Labs will focus heavily on the development of new marketing technology. The company hopes to work closely with brands to reimagine how they connect with consumers on a local level, while also building cognitive solutions and enhancing mobile interactions in a way that drives sales.

Labs will cater to multi-location retailers, restaurants, dealerships, banks, and other places of business, relying heavily on technology from Smilefish, the mobile development company Brandify recently acquired. Using Smilefish’s technology as the foundation, Labs has been able to build software assets that the company believes will “accelerate solutions for local marketers.” Labs will also harness sentiment analysis, chatbots, and voice search.

“We have started working with automotive, manufacturing, insurance and retail brands who understand the opportunity we are presenting,” says Patel. “The beauty of Labs is that any type of brand can find value in investing in pragmatic, innovative local strategies.”

Labs has integrated with Alexa, Watson, and messenger platforms including Facebook, Cortana, and Siri. Brandify’s VP of strategy, Andy Roy, says that the Labs team selects platforms based on their use of location data, as they consider location data to be the “golden ticket” to performance for brands.

Stephanie Miles is a senior editor at Street Fight.

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.