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%