Until very recently, there was a certain consensus on the definition of marketing as a set of techniques and studies aimed at promoting the commercialization of a product or service. However, the emergence of the Internet over the past two decades, and specifically the consolidation of e-commerce during the pandemic, they have given this discipline a much more strategic take-off and closer to the heart of companies.
This is how growth marketing took shape, an evolving concept from traditional marketing. It is a precision approach, based on scientific data, which makes it possible to measure and optimize in a very agile way all of the communication processes of brands, as well as the purchasing behavior of customers and prospects.
Among other important contributions, growth marketing solved an old concern: how to measure the return on investment of marketing strategies? Today, we can see the consumer’s lifecycle through their data footprint and know their click journey in detail.
Like a Trojan horse, growth marketing is silently branching out into all the sales processes of brands across their multiple digital platforms (websites, social networks, online stores, etc.). Current marketing provides very useful tools to measure investment and its return in real time, at all stages of campaigns: segmented advertising strategies, SEO and SEM positioning, audience measurement on social networks and websites, among others. .
The Importance of Precision Tools in Campaigns
According to IDC, an IT consulting firm, 65% of global GDP will be digitized by 2022 and the rate of business investment in its digital strategies will increase annually by 15.5% to reach $6.8 trillion in 2023. The data reveals the importance of applying precision tools in promotional and sales campaigns.
On another side, I like to think of growth marketing as a discipline that will bridge the online and offline worlds.. This line is becoming more and more blurred, and there are already mechanisms that integrate the two worlds, correlate them and make them work in a complementary way, with very precise measures (importing offline conversions to optimize online campaigns, for example). I believe that one of the great challenges of marketing is to understand the characteristics of the two ecosystems, and to use their opportunities in a coherent way so that the user has the feeling of living the same experience.
In this context, the new business model of growth marketing is here to stay and those who fail to implement it will lose ground to their competitors, in a digital tide characterized by a huge supply that competes for the attention of consumers. dispersed users. Adapt or die, that seems to be the dilemma.
Marketers are probably facing an unprecedented era. These times require us to be flexible in the face of challenges. And at the same time, we must be a trusted answer for those who bet on strategic marketing and want to evolve with it, no longer as a peripheral business need, but as a central bet for the survival of the organization.
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