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Typical New Yorkers are always hustling, always busy. But when you're a serial entrepreneur in Silicon Alley, you might find yourself busier than most Manhattan dwellers. In fact, you might look at your Google Calendar only to see a collage of color and very little white space. And if you're like Nihal Mehta, that's exactly how you like it.
Mehta is the founder and CEO of LocalResponse, which spun out of the city guide startup Buzzd in 2011. The company targets social media content toward consumers who've displayed intent to purchase. For example, a Foursquare check-in at Walgreen's might yield a targeted tweet about a special discount. Mehta explains that LocalResponse is a vehicle for brands “to better monetize mobile traffic by leveraging things we know about the user.” The company has 30 employees, $6.5 million in funding and has worked with more than 100 brands, including Coca-Cola, Kraft, McDonald’s and General Electric -- attesting to the promise of mobile marketing and targeting.
“A phone knows who you are, where you are and where you’ve been. But no ad platform was taking advantage of that [when we launched],” Mehta told Mashable.