Growth Marketing

Growth Marketing is strategy-based & data-driven marketing. It is an agile & iterative process. The most widely used framework for Growth Marketing is the AARRR framework. AARRR stands for Activation, Acquisition, Revenue, Retention, and Referral.

I like to follow a slightly different framework based on my D2C experience, which in my view is a little more customer-centric. It is based on How and What a customer is feeling.

Awareness:

In this stage, the customer becomes aware of the brand/ product or service.

Consideration:

When the customer is feeling a slight inclination towards the brand/ product. They think that the product/ service it is useful for them or they resonate with the brand.

Research:

In this stage, the customer is doing their research. It can be across channels Online (Company Website, Amazon, Flipkart, etc.) and Offline (Company Store, Multi-brand Stores, etc.). They might be comparing Prices, Checking the product physically in the store (which they discovered online). They might even checkout Reviews, Content posted by Influencers etc.

Conversion:

The customer is finally going to the desired channel and making the purchase. Important touchpoints for the customer are post-purchase communication, shipping and delivery experience & consumption.

Retention:

In this stage, the customer is engaging with the brand in the form of Newsletters, Emails, and Whatsapp Communication. For some categories, even up-selling can be a part of this stage (For example - If someone buys a razor then they will be going to the same brand to buy a refill of blades).

Repeat:

This is the stage where the customer is either buying the same product or other products from the same brand.

Loyalty/ Community:

In this stage, the customers have become part of the community. They are brand loyalists and feel pride in being associated with the brand. They will start referring to the brand. They have a feeling of belonging to the brand.