<p>Duncan McCall, CEO of PlaceIQ, thinks Foursquare should tear everything up and start from scratch.This was part of his message in the panel "Building an Offline Metric for Mobile Marketing" Oct. 24 at Street Fight Summit, a conference in New York City focused on hyperlocal marketing and publishing.</p><p>"Foursquare, while they were a tremendous early innovator in the space getting people to think about location and mobile together, checking in to places is a very singular use of location. I think at Foursquare it's very challenging to grow a consumer ad business. At the same time, they are aggressively pursuing that," he said. Foursquare recently rolled out advertising for small businesses.</p><p>McCall went on to say that he thinks Foursquare should "go back to their roots and rethink the thing that set them on fire originally, which was a new paradigm for location and mobile looking outside in, re-launch it, use that brand to get started in a new way." The panel also discussed the importance of context and relevance in mobile marketing.</p><p>Carolyn Eckhaus of MapQuest, Duncan McCall of Place IQ, Lee Karchawer of Placecast, and AdMonsters U.S. editor Gavin Dunaway (moderator) discuss mobile marketing at Street Fight Summit 2013 on Oct. 24 in New York City. Photo by Tim Sohn.</p><p><a href="http://socialtimes.com/marketer-says-foursquare-should-start-over-street-fight-summit_b137168">Keep reading...</a></p>