As marketers look to keep pace with the latest trends in technology and their industry, many of them are turning to startups for assistance. In fact, a new Association of National Advertisers report titled “Brands Working with Startups” has discovered that approximately one-third of marketing professionals now work with startup companies.
While startups are most commonly used for their technology solutions, the data shows major brands are not investing for this purpose alone. Instead, marketers are investing in them to deliver solutions to common business problems. According to the data, the majority of marketers hire startups to handle social media (53 percent), content development and management (49 percent), and analytics (45 percent).