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

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.