If you are looking to put money into a new business,
you will naturally want to maximize your return on investment, and this means
backing winners. There are no guarantees when it comes to deciding which
companies are likely to succeed or fail. Some start-ups seem to have everything
in place but bad decisions or simple bad luck in the shape of a change in
market conditions can blow them out of the water. Conversely, there are
unlikely success stories – often start-ups that have been passed over by a
number of investors who failed to appreciate their potential.
There are no guarantees but you can still increase the
likelihood of picking a successful company by paying attention to details. This
will generally involve scrutinizing the company’s business plan and considering
the driving forces and management structure it is built on. One aspect that is
often overlooked is the company’s marketing strategy. Having an outstanding
product or service, or the ability to innovate and create new ones is, of
course, extremely important. It is, however, the ability to communicate the
benefits of that product to consumers – essentially to attract and retain
customers – that will ultimately bring about success.
One important factor to consider is whether the
company has a comprehensive and holistic digital marketing strategy in place. The
Internet has completely changed the way most businesses connect with consumers
and the digital landscape remains fast-paced and changeable. If you’re looking
for a holistic solution, it might be worth thinking about Matomy and similar companies, as Matomy Media Group
can provide a single multi-channel gateway to multiple digital channels and
platforms.
Mobile marketing, for example, is becoming more
important as smartphones, tablets and other mobile devices become more
prevalent, in both developed and developing markets. Small screens increasingly
mean big business and according to a comScore report, 2014 saw the tipping
point when more consumers globally accessed the Internet by mobile than by
desktop. Social media marketing continues to be a buzz-phrase but less
fashionable channels can still be equally or more important. According to a
recent study by consultancy firm McKinsey & Company, email marketing
remains a far more effective way of acquiring customers than social media.
Similarly, while the demise of content marketing has
been predicted for a while in certain quarters, it remains an effective means
of marketing, with an Econsultancy report finding: “60% companies
see content engagement increasing and 30% of companies plan to invest more in
creating original and unique content. They are making this investment to stay
ahead of competition, as well as a way to improve SEO.”
A company with a comprehensive marketing strategy will
lever all these channels, as well as traditional platforms such as TV, radio
and print advertising, in order to promote specific products, and perhaps more
importantly, to create a wider brand awareness. This can help any business to
achieve ongoing success, and for you as an investor, increase your chances of
seeing an attractive ROI.
