The Startups That will Redefine Marketing
A few years back
was all the rage. Then
had its moment. Now
models are the "it" trends in brand marketing. Each of these has merit, and expertise in eachdiscipline is valuable. But none of these ideas live on their own. They're all different facets of the samegem.Social is just a behavior, a way that people share and communicate. And mobile without content is just ablank screen. Content flows through the system; it is created and distributed through social channels andultimately surfaces across a wide variety of devices and screens, increasingly mobile ones.Are the newest consumer and ad tech innovations social? Mobile? Content? It's becoming more difficultto neatly place the emerging products into these buckets.But one theme is consistent across each of these intertwined disciplines: speed. The pace at whichcontent is created, shared, and consumed is constantly increasing, with consumer creation andconsumption behavior usually outpacing a brand marketer's ability to keep up. And so with this lens, anew generation of startups rise in a self-perpetuating cycle that enable more seamless, rapiddevelopment and delivery of content, as well as solutions to organize, manage, and digest this ever-expanding and accelerating stream.Here are nine startups that break down the silos between social, content, and mobile to stand out intoday's cluttered consumer tech ecosystem. I've broken them down into four sections, by the mostprevalent trends and opportunities that I see emerging in our industry.
VycloneandStringwireare taking on a serious challenge: enabling seamless, real-time collaborative