Startups' Experimental Development of Digital Marketing Activities. A Case of Online-Videos

Paper has been presented at the 14th Interdisciplinary European Conference on Entrepreneurship Research (IECER), Chur, Switzerland, September 7-9, 2016

9 Pages Posted: 16 Nov 2016

See all articles by Michael Beier

Michael Beier

University of Applied Sciences of the Grisons - Swiss Institute for Entrepreneurship (SIFE)

Date Written: September 7, 2016

Abstract

Digital environments surrounding startups provide relevant data and quick feedback responses for them to any variations in content and applications of their digital marketing. This allows them to develop relevant business activities following some kind of experimental trial and error method. In this study a case is described where a German startup followed an experimental method to optimize their application of online videos in digital marketing. Expending “classical” lean startup approaches this paper proposes that experimental methods should be further developed and validated as organizational process models for startups and could be applied for data-based decision making in general.

Keywords: Entrepreneurship, Experimental Development, Digital Marketing, Lean Startup, Online Video

Suggested Citation

Beier, Michael, Startups' Experimental Development of Digital Marketing Activities. A Case of Online-Videos (September 7, 2016). Paper has been presented at the 14th Interdisciplinary European Conference on Entrepreneurship Research (IECER), Chur, Switzerland, September 7-9, 2016, Available at SSRN: https://ssrn.com/abstract=2868449

Michael Beier (Contact Author)

University of Applied Sciences of the Grisons - Swiss Institute for Entrepreneurship (SIFE) ( email )

Switzerland

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