As a growth marketer, you have to be customer-centric and implement a behavior-based marketing approach. By understanding the stages of the customer lifecycle and how to create personalized recommendations, you can keep your customers engaged. In this Smart Guide, we’re breaking down strategies and tactics that drive increased engagement through growth marketing and predictive AI.
16 Min Read
Growth marketing drives increased user engagement by extending the boundaries of the product into marketing channels. The strategy consists of systematic techniques and principles that you can apply across multiple situations and products.
Unlike digital marketing, focused primarily on promoting products, growth marketing consists of driving customer engagement with the product. While growth marketers use digital marketing channels, what distinguishes them is that they feature relevant, targeted product-related content.
The result? By placing a higher value on goal-setting, data analysis, and testing and experimentation, growth marketers achieve higher engagement across traditional marketing channels.
In order to see growth in numbers — like the ones displayed to the left — consider these key elements of growth marketing.
Here are the guiding principles for growth marketing:
Growth marketers rely entirely on 1:1 marketing since they are highlighting relevant aspects of the product to their customers, instead of using batch and blast customer targeting segments with the same message at the same time, like conventional marketers would do.
1Blueshift (2020). Benchmark Report 2020: Trigger Based Marketing
Activation relates to the notion of the first moment when a user has fully experienced the product and derived value from it. Users who don’t get activated quickly might never return since they didn’t experience the value of the product in a reasonable timeframe.
When is a customer considered activated?
A social app might consider a user activated when they follow a certain number of other users within a given time period; an ecommerce company might consider a user to be activated when they make their first purchase, or consider someone to be active if they have made a purchase within a set period of time.
“Blueshift’s platform flexibility addresses our complex data structure and makes it simple to deliver personalized messages and grow our channels. The people behind Blueshift really care about our success and are one of the main reasons we’re at where we are today.”
“Blueshift’s platform flexibility addresses our complex data structure and makes it simple to deliver personalized messages and grow our channels. The people behind Blueshift really care about our success and are one of the main reasons we’re at where we are today.”
Houman Akhavan
Chief Marketing Officer,
CarParts.com
As marketers, we know how challenging it can be to capture the attention of the customers and win their engagement.
Fortunately, AI systems are very helpful. These systems can score users on their likelihood to purchase in the near term, balance content freshness with popularity, and recommend the next best content or product.
Download our Smart Guide to Growth Marketing to learn how.
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