The digital product marketing world is one of seemingly constant change. Strategies that work one day may be less effective the next. They are replaced with new tools, new applications, and new users. It’s easy to get overwhelmed by all this flux, but there’s another way to think about it. Growth marketing is the process of using data gained through marketing campaigns and experimentation to drive growth. It can help you anticipate change and plan your strategies to make constant improvements.
Growth marketing shortens the cycles of innovation rather than relying on extended efforts. Just-in-time campaigns and micro campaigns respond to the current moment’s needs. The results generated by each campaign or piece of content help you learn the answers to key questions.
- What are your key user demographics?
- What are your users’ pain points—and how much are they willing to pay to solve them?
- How often are your users interacting with your product and how deeply?
The “growth” in growth marketing can be adding more users, boosting revenue, or even gaining name recognition. The key is to start small and get some information on what marketing efforts are most effective. Then focus your efforts on the channels that the data supports. Later, you can determine how much of your marketing budget to devote to those efforts.
Growth marketers are always analyzing data and feedback on what’s working and what isn’t. They’re attempting to understand what benefits users and keeps them coming back. Growth marketing transforms the traditional “make a product, then market it” pathway into “make, then market, then analyze, then remake, then remarket.”
Here are some of the key aspects of growth marketing that can help you shift your mindset.
