David & Goliath: how can startups & brands work together?
Digital marketing has been a step behind from the start, rehashing the ubiquitous banner and video ad formats from print and TV into less than optimised half-hatched online experiences. Yet the industry cannot avoid the shifting point we have arrived at, triggered by ever-better informed (and demanding) audiences and the emergence of non-traditional new entrants as heavyweight players, who are transforming the messaging and targeting with incredibly effective technologies and astonishing speed.
If brands want to avoid becoming second fiddle to the big new adtech giants, they must invest directly in the source and leverage ideas and innovations that 'outsider' start-ups are generating.
This isn't about 'innovation from within', it's about introducing the collaborative and disruptive ethos of start-ups and embracing it from without. Can it be done?