The idea of ‘growth hacking’ was popularised around 10 years ago as businesses like Amazon and Airbnb famously used an Agile and data-led approach to turbo-charge growth in all aspects of their business. Growth marketing is an offshoot of that same thinking, and shares many of the core facets of growth hacking, as both use an Agile approach to test and learn. In the post-pandemic world, growth marketing is a discipline that is increasingly prominent, with marketers under more pressure than ever to maximise the effectiveness of their budgets.
New Digital Age and digital marketing consultancy CvE – Control v Exposed – recently held a roundtable discussion with senior marketers from a variety of mass market and DTC brands. The discussion included Mondelez, Unilever and Weetabix as well as brands that operate with a DTC model such as Bella & Duke, Gymbox and NIVEA, which recently launched a DTC e-commerce platform. NDA editor Justin Pearse chaired the discussion and was joined by CvE’s Paul Frampton, Global President, and Aidan Mark, Global Director, Performance Strategy. The discussion was focused on how these businesses are all adopting a growth marketing approach, with the brand representatives sharing their thoughts on this emerging discipline.
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