Growth Marketing Demistified

Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing
Growth Marketing
- Data-driven marketing based on rapid experimentation.

• Classic marketing is focused on AWARENESS.

• Growth Marketing is oriented on AAARRR funnel.
• Slowly dissolving line between marketing and product.

Source: growthtribe.io
Growth Marketing
- Growth comes from rapid execution. The right skillset and toolset.

Interpersonal
skills do
matter!

Source: growthtribe.io
Rapid Experiment
- Why your company needs rapid experimentation?

Make
hypothesis,
not decisions!

Source: growthtribe.io
Rapid Experiment
- Testing is the immune system of the company.

Make
hypothesis,
not decisions!

Source: Testing Business Ideas

The Growth Stack

Source: growthtribe.io
Growth Team
- Blends people with engineering, design, product, and marketing
backgrounds.

Source: growthtribe.io
T-Shape Marketing

Acquisition Retention

Source: growthtribe.io
Growth vs. Marketing vs. Product

Source: Brian Balfour

Growth Marketing vs. Marketing
- Marketing campaigns has been replaced by rapid campaign
experimentation.

Source: growthtribe.io
Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing
Prerequisites
Business Persona / Priate
Model Segment Funnels

Value Product - OMTM

proposition Market Fit

Source: Strategyzer
Prerequisites
Business Persona / Priate
Model Segment Funnels

Value Product - OMTM

proposition Market Fit

Source: Strategyzer
(G)ather Ideas
- How to come up with impactful ideas?

Source: Strategyzer
(G)ather Ideas
- Generate hypotheses for experiments that are likely to improve your
OMTM.
• Select «funnel» step.
• Assign OMTM to this idea.

Source: growthtribe.io
(R)ank Ideas
- B.R.A.S.S.-framework, if you want to test acquisition channels.
- P.I.E. framework, suitable for experiments around conversion
optimization, retention or referral.

Source: growthtribe.io
(O)utline Experiments
- «Done is better than perfect.»

• Make quick and dirty.

• Get your team to collaborate and execute fast.

Extract
hypothesis

Design
Take action experiments

Generate Collect
insight evidence

Source: Strategyzer
(W)ork Work Work
- «Sometimes you gotta run before you walk.» - Iron Man

• Don’t reinvent the wheel: stick to the framework (Scrum)

• Make sure that you are doing the 20% of work that
produces 80% of the results
• Use the lean approach with MVP.
• Be aligned with design thinking principles.

Focus
on
UX
Creative
Models

Use
prototypes

Design Tolarate
Thinking failure
Itearative
problem
solving
(S)tudy Data
- Sometimes, things may not go your way, but the effort should be
there every single night. – Michel Jordan
• The chances to get (or even worse) results are quite
high.
• The analysis part of an experiment is not easy.
• Failure creates “AHA” moments! Do not hide your
failures.

Go back to
the GROWS
Flag loop
experiment

Analyze the
results

Experiments
over
Inclusive, Failure not valuable to
tweak, Failure valuable to tweak,
Success & continue exploring,
Succes & scale

Source: growthtribe.io
Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing
AI + Growth Marketing = Smart Marketing
- There are many exciting ways you can apply the power of AI and ML
to streamline marketing processes.
Media Buying
Campaign Optimization
Customer Support
Chatbots & Voice Assistant
Cross - Platform Attrition
Site & Contextual Search
Image Search
RPA
Personalization
Segmentation
Predicting Customer Behavior
Data Analysis & Reporting
Fraud Detection
Recommendation
Content Curation
Source: Lean AI Book
Hybrid Growth Team
- The choice isn’t humans versus machines, but rather how best to
leverage the strengths and weaknesses of both of these groups to
work well together.”
• RPA’s, Bot’s, Media Buying AI’s, Fraud or Anomaly
Detection are primary tech products replacing human.

• The choice isn’t humans versus machines, but rather

how best to leverage the strengths and weaknesses of
both of these groups.

Source: Lean AI Book

Customer Acquisition 3.0
- If you are still manually optimizing campaigns the same way it was
done half a decade ago, you may find yourself among a quickly
disappearing breed in the customer acquisition game.

Datalake: 3rd Party Data:

1st Party Data DMP
CDP DSP New Techniques:
Mindset:
People Cookieless
Dynamic Attribution Track
Learning
Enablers: Model
Adapting to
Speed of Data Computational AI +
Power Automation

Source: Lean AI Book

Hyper-personalization
- CDP’s are the lifeblood of AI.

Source: Unboxed.digital
StichFix – Cultivating Algorithms
• Online personal styling service using
recommendation algorithms and data
science to personalize clothing items.

• Stitch Fix had more than $1 billion in sales

for 2018 to 3 million customers

Source: https://cultivating-algos.stitchfix.com/
StichFix – Cultivating Algorithms
• Elevated the data science team to a top-
level department.

• Roles are verticalized, orienting them

towards business impact and making
them more agnostic to technical function.

Source: https://cultivating-algos.stitchfix.com/
AI In The Digital Marketing
Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing
Importance of Device
Users in the 16-24 age range they said the most important devices of their smartphones.

80% 77% 71% 67% 51%

16 - 24 25 - 34 35 - 44 45 - 54 55 - 64

33% 14% 5%
Over the past 3 months, 47% of consumers
say they use audio platforms from their Mobile Laptop/PC Tablet
devices.

Audio platforms and online radio are the

new trends for online users
Mobile Growth Stack

Source: Phiture
Agenda
• Growth Marketing Basics
• G.R.O.W.S. Process
• Growth Marketing & AI
• Mobile Growth
• Social Media & Content Marketing
Influencer Marketing
- Broad range of activities that involve working with influential
individuals or groups. • Far from new: Tobacco companies have been
influencing us via movie stars for generations.

• Becoming a performance marketing activity that

augments or replaces traditional mobile app install
campaigns. (Measurable growth tactic)
Virality Loops
- Sustained viral growth is likely to be rooted in a strong product or
engaging content.
• Dropbox’s highly-successful “refer a friend, and you
both get free space” promotion, which is estimated to
have increased signups by 60%.

• Increasing reach while having a negligible effect on

customer CPA.
Media Facts
AVERAGE TIME SPENT

Watching TV Daily avg 4.6 hours No. of magazine (monthly) avg 2,67

No. of newspaper (weekly) avg 2.9 Spending time on internet daily avg 6 hrs

Listening radio weekly avg 6.93 hours, Going to cinema monthly avg 0.8 times.

Source: TGI Autumn’18 & TNS

Social Media Facts

46M+ 13M+ 38M+ 7.3M+ 6.3M+

monthly users monthly users monthly users registered users monthly users

2nd in the world

in terms of penetration

WAVE 9

88% 98% 80% 68%

Smartphone ownership* Whatsapp usage* Checks social media accounts daily* 16-24 age group Snapchat usage*

Source: Wave 9
Content & Video Marketing
- For brands, video content is preferred.
1. Persona driven
2. Funnel oriented
3. Data & experiment driven
Medium Facts – online streaming
- Youtube and online content channels have great role getting video inventory penetration
increased
- In addition to original video contents, TV contents are consumed on digital due to online
user has more control on player
- Gaming channels is a new trend for social channels of young target audience

96% | Watch Videos Online

43% | Stream TV Content via the Internet

36% | Play Games Streamed Live via the Internet

27% | Watch Live Streams of Others Playing Games
16% | Watch e-Sports Tournaments

Source: GlobalWebIndex
Internationalization

UX & Digital 1st & 2nd

Payment 3rd Party
Sociology Party
Systems Data
Research

Translating App Store Popular Regional

Product Optimization Social Partnership
Networks
Back Up Slides
Growth Audit Walk Through
- Technical Audit: Assessing the data sources and current analysis
to understand the current analytics maturity and ease of mining raw data.

- Goal Trees: Helping you define the strategic KPIs that your program will optimize
through testing and personalization.

- Bottleneck Analysis: Gathering all the business/customer/data information

together to reveal the obstacles that preventing growth of your company.
Northstar Metric
- Reflect the VALUE that customers are getting from your product
- Represent the core product outcome you need to ALIGN with your company
strategy
- Measure product engagement that is LEADING INDICATOR of revenue.

Typical North Stars: Typical North Stars: Typical North Stars:

• Total time spent engaging with content • Total # of Purchases completed • Total # of records created
• # User spending > 5 min/day • Avg # Purchases per Prime Subscriber • % of Emails engaged
• # Stories viewed • # Searches completed • # of messages sent
• # Subscribers streaming > 60 hrs/mo • # Seat Upgrades purchased • Active Users who logged/completed a task
Goal Trees vs. OKR

Source:Optimizely
Lean Analytics Cycle

Pick a KPI to change and

optimize the casual factor.

Source: Lean Analytics Book

Digital Psychology Library
• Anchoring
• Commitment & Consistency
• Loss Aversion
• Need to Complete
• Reciprocity
• Rewards
• Scarcity
• Social Proof
• Triggers

Source: digitalpyschology.io
ASO

Source: Phiture
 Mobile Growth Stack – Retention & Engagement,
Product-Market Fit, RFF Framework

ACTIVATION is where you can make the most difference.

Impact = Reach x Relevance x Frequency

Source: Phiture
Feature Adoption: WSJ’s Habit Project

Source: Optimizely
User Research vs. Marketing Research

Source: UX Studio
Thank you!