start up company media purchasing patterns infographic
TRANSCRIPT
100%
Company w
ebsite
Mobile op4m
ized site
Customer ac4vi4es
Search engine optimization Exhibi4ons
Outlets
Newspaper adver4sing
Radio adver4sing
Magazine adver4sin
g
TV adver4sing
Other social media
Discussion forums
Video sharing Busine
ss networking
services
New
spaper coverage
Magazine coverage
100%
Company w
ebsite
Mobile op4m
ized site
Customer ac4vi4es
Search engine optimization Exhibi4ons
Outlets
Newspaper adver4sing
Radio adver4sing
Magazine adver4sin
g
TV adver4sing
Other social media
Discussion forums
Video sharing Busine
ss networking
services
New
spaper coverage
Magazine coverage
100%
Company w
ebsite
Mobile op4m
ized site
Customer ac4vi4es
Search engine optimization Exhibi4ons
Outlets
Newspaper adver4sing
Radio adver4sing
Magazine adver4sin
g TV adver4sing
Other social media
Discussion forums
Video sharing Busine
ss networking
services
New
spaper coverage
Magazine coverage
DAILY USE OF NEWS MEDIA (average 4me spent by the interviewed
marke4ng execu4ves)
33%
12%
4%
COMPANIES’ TRADITIONAL ADVERTISING SPENDING BY CHANNEL
START-‐UP COMPANY MEDIA PURCHASING PATTERNS Summary of case studies
Mobile
Tablet
PC
TV
Newspaper
Radio
Magazine
COMPANIES MARKETING AND COMMUNICATIONS CHANNEL MIX
COMPANIES USED, BOUGHT OR EARNED THESE CHANNELS IN 2012
THESE CHANNELS HAD STRONGEST INFLUENCE IN COMPANIES’ SUCCESS (according to marke4ng execu4ves own opinion)
IF WE HAD THE MONEY, POWER AND TIME THEN WE WOULD FOCUS MORE ON….
2 h 43 min
30%
13%
4%
4%
0% 20% 40% 60% 80%
At launch Future 2012
For further informa4on: edge.abo.fi Timo Ketonen, Åbo Akademi University Kalle Snellman, Idean www.idean.com
Sources: One-‐to-‐one company interviews in February 2013 Design and data
collec4on by
2009 2010 2011 2012
INTERVIEWED COMPANIES Founded Launch # of employees HQ Target market
Jongla Mobile messaging 14 Finland Global
Sunduka Engagement marke4ng sohware 23 Finland Global Kiosked Content ac4va4on plaiorm 45 Finland Global Microtask Enterprise b2b (document
capture companies) 14 USA USA
Balancion Personal finance management 1 Finland Finland
Company x Online Tool 8 Finland Global
50% 100%
67%
17% 100% 50%
17% 33% 67%
Share of companies that used, bought or earned these channels in 2012
100%