MERCADEO Versión en español
Study by ANA reveals that marketers gain competitive advantage when hiring startups
4 de febrero de 2016
Marketers that engage with startups to leverage state-of-the-art technology, are ahead of trends, drive innovation and gain competitive advantage at a reasonable cost. This is one of the findings of the Brands Working with Startups study conducted by ANA (Association of National Advertisers) that was designed to explore perceptions, attitudes and behaviors regarding hiring this type of company.”Marketers clearly take a serious approach to engaging with startups, and this survey takes a deep dive into exploring the nuances of those relationships. It examines and reveals not only how but why advertisers turn to startups, and what they expect of them” said ANA’s President and CEO Bob Liodice.Other findings from the study -carried out in conjunction with the Consumer Technology Association, formerly CEA-, indicate that marketers hire these startups for a wide range of activities related to marketing and advertising, but the most prevalent activities were for social media (53 percent) and content development and management (49 percent). Other leading projects included research and analytics (45 percent), mobile advertising (43 percent), and marketing automation (39 percent).Although these companies are used almost exclusively for technology solutions, respondents expressed that they are not buying technology but solutions to business problems instead.The biggest barrier to hire these startups is their inability to articulately describe their offer in a significant and relevant manner.
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