Three Key Ideas for Start-Ups and Small Businesses: Andrii Holubenko Reveals How to Stay Competitive in a Changing World

Throughout recent decades, small businesses have played a crucial role in the US economy. Despite the temporary decline during the pandemic, entrepreneurial activity is currently on the rise. According to the Small Business Administration, small businesses currently provide two-thirds of new jobs in the USA. The trend is further supported by new technological advancements, such as the developments of digital marketing and generative AI technology, which allow small companies to successfully compete with their larger counterparts on a wider level than before.

However, to keep up with the high companies need to be able to use the full potential of the technology. Andrii Holubenko, currently a Digital Media Director at Optimum Media OMD Group Ukraine and a member of the International Advertising Bureau Ukraine, knows how to achieve this in practice. Throughout his career, which encompasses more than ten years in digital marketing, he has led advertising campaigns and worked with companies such as Uber, H&M, and Henkel, developing and implementing strategies for launching their products on the local market. His experience allows him to identify the defining trends of current digital marketing and use them for the benefit of his clients.

“The technological advancements of the recent years give smaller-scale companies the opportunities they did not have before, – notes Andrii Holubenko. – By using them efficiently, they can get a competitive edge and build a solid base for further growth.”

One of the major trends which have been increasing since 2020, is the growing role of software and virtual solutions. Where a decade ago a small company had to hire an employee, for example, to perform analytics or organizational tasks, currently automated tools and digital services are available. “AI brings the trend for automation to the next level,” explains Andrii Holubenko. “A lot of routine manual tasks can be automated, both in analytics and in content creation, which makes it possible to free valuable manpower. New technology can play a crucial role for small companies, which often face the lack of resources.”

Throughout his career, Andrii Holubenko brought to life multiple projects, including product launches and digital marketing campaigns, finding the most effective ways to use available resources to build an effective strategy. Due to his extensive experience, he often works as a business consultant helping other companies to get a clearer understanding of the digital market and various aspects of conducting an effective campaign.

He notes that another area where technology opens new opportunities is personalization and targeting. Modern tools allow for more precise segmentation than was possible before. “For small businesses, it is often more important to build a loyal audience, than to attempt to attract as many customers as possible. New approaches, such as programmatic ads, make the process of such precise targeting easier.” Andrii Holubenko participated in the development of the programmatic advertising platform Fusify.io, which offers solutions for real-time contextual targeting, which increases the effectiveness of the advertising. Moreover, the solution does not rely on cookie files, which is especially important in the context of recent restrictions on third-party cookies. Currently, it functions in several markets, including Europe, Turkey, Brazil, and Ukraine. Implementing new approaches to personalization into practice will help businesses attract exactly the customers they need and avoid wasting resources on ineffective advertising.

However, to keep up with competitors one needs to constantly keep an eye on technological advancements and new ideas. One of the ways to do so is by participating in various conferences, contests and other similar events. “The most beneficial attitude for taking part at awards and contests is not focusing solely on winning a certain nomination,” comments Andrii Holubenko regarding his experience as a jury member at Cases & Faces 2024. “Contests create a space where you get familiar with other people’s work, learn what your competitors have on their minds, and find new insightful ideas.” Cases & Faces is an international Business Award for companies of various industries and sizes from all over the world. Participating in such events of various scales, from focusing on a particular industry to the global ones, increases the visibility of the company and motivates it to search for new growth opportunities.

It is hard to predict how the market will change even within a couple of years, not to mention a bigger time scale. However, the right attitude helps to keep up with competitors even in the face of emerging challenges. Using the potential of automation and data analytics, constant search for new ideas, and close attention to customer interests are the cornerstones of the approach which allow small businesses to overcome challenges and grow, for the benefit of themselves and their customers.

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