Digital leaders share their advice for startups in 2014

With 25% of start-ups failing in the first year and more than 50% after five years, expert advice right at the start will help guide a fledgling digital business. Marketing went along to the IAB's "The Start of the Future" event for new businesses to hear more.

Some of the start-ups attending the event, held in London on 6 August, included new Twitter-sourcing restaurant review app Twizoo; and Birdback, a startup that links online and offline discounts directly to a customer’s credit card, which recently raised £1.4m ($2.4m) in a funding round led by tech-focused VC firm Passion Capital.

Google, Manning Gottlieb OMD, Unruly Media and Havas Media were among those offering advice.

Marketing caught up with Howard Kingston, CEO and co-founder of Future Ad labs, Madeline Parra, Twizzo co-founder and CEO, among others. Here are their tips on branding start-ups and how to target the user directly to get them more engaged.


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