" What online marketing could our startup use to attract and engage our targeted customers?"
Great question, asked often, by smart startup people trying to get attention.
The answer: Learn from the successes of others. Like Twitch.
In today's Ad Age, Lander Vu tells what has worked for the hot startup Twitch. Here is the summary:
- The content is not polished, but unfiltered. Think authenticity. Not faked. Millennials are drawn to the former and repulsed by the latter when choosing brands. And startups.
- Twitch creates an opportunity for real-time interaction. Twitch encourages a distinct intimacy between the video streamer and viewer by providing real-time chat along with the stream. Combining this personal connection with live discussion of events occurring in-stream produces an incredibly engaging and interactive viewing experience. I bet you would like all your product/service users to be "incredibly" engaged..
- The experience incentivizes a personal connection between content and viewer. Users of your site get perks, gain moderator status, and become passionate about your product and support community of users. And there is a lot more you can do for your startup's marketing with this dimension.
- Twitch empowers active engagement. The company gives viewers a chance to be active in their passion. The audience can "yell" from the onscreen sidelines about a match they're watching, record the live streams, or they can host their own Twitch sessions and invite friends to watch virtually. And Vu goes on to observe that it's crucial for brands to think about how to encourage active participation in the content they provide. Including your startup.
BOTTOM LINE: Radio brought us sound. Television movement. Internet interaction. That's has been slow to arrive, now it's booming. So take advantage of it when building your brand. It can add power to your marketing. Successes show it works. Add it to your startup, it can significantly boost your unfair advantage.
I wish you The Best on your Adventure!