🎤 Public Speaking Investment: Evaluating if the money spent on public speaking training was worth it.
🔍 Growth Marketing Lessons: Key insights learned over the years.
📊 Research as a Tool: Research is crucial for growth marketing. It helps understand market size and informs performance vs. brand marketing strategies.
📈 Market Insights: For example, in the fitness industry, understanding the number of users interested in calorie counting can guide marketing efforts.
🎨 Importance of Creative: A good creative can engage all audience segments, even those initially uninterested. Specific user pain points resonate well.
📅 Media Planning: Scale is essential; targeting the right channels based on age group media consumption is key for effective media planning.
📉 Measurement Challenges: Measurement is critical. Use triangulation of data sources to validate marketing effectiveness.
🔬 Framework for Measurement: Four key areas to assess marketing impact:
- In-platform data
- Media mix models
- Experiments and incrementality
- Post-purchase surveys
📊 Case Study: A sudden spike in app downloads was traced back to TikTok, highlighting the importance of tracking and understanding new channels.
💡 Finance Collaboration: Growth marketing success relies on collaboration with finance to ensure measurement credibility.
🔄 Iterative Hypothesis Testing: Curiosity drives success. Testing various elements like creatives and channels is essential.
🏷️ Competitive Analysis: Understanding competitors through the four P's (Product, Price, Place, Promotion) enhances marketing strategies.
🔗 Holistic View: Expanding insights beyond marketing to inform product and strategy decisions is crucial.
❓ Right Questions Matter: Asking the right questions leads to better answers and scalable success.
🔄 Scalability of Success: Ensuring that successful strategies can be replicated across different contexts is vital for growth.
🙏 Thank You: Appreciation for the audience's attention.