Ask a growth marketer what actually drives long-term growth, and almost all of them will say the same thing: keeping customers matters more than finding new ones. It costs 5 to 25 times more to win a new customer than to keep an existing one. Everyone knows the math.
Here's an odd fact about performance marketing right now. The measurement method marketers trust the most is also the one fewest of them can actually run properly. A recent survey of 500 senior US marketing decision-makers found that incrementality testing (more on what that means in a
Imagine a dashboard tells you your brand has 35% AI visibility. It looks official. There's a trend line. Maybe a badge showing you're ahead of a competitor. Ignore all of that for a second. The number is much softer than it looks. Treating it like a
OpenAI has reportedly told investors that advertising could grow into a US$100 billion global business by 2030. eMarketer's forecast for the entire US chatbot ad market that same year, covering ChatGPT, Copilot, Google AI Mode and Alexa for Shopping combined, is US$5.41 billion. Adjust for
Growth Marketing
Managing a corporation with over 10 clinical brands across overlapping locations presents a unique set of challenges. Without a unified strategy, brands often cannibalize each other’s traffic, dilute their value propositions, and lose potential appointments to external competitors. To overcome these hurdles and drive sustainable growth, I implemented a
Growth Marketing
Growth marketing is not a collection of isolated tasks; it is a discipline of rigorous, repeatable, and test-driven cycles. To transition your brand into a high-performance growth engine, you must move beyond reactive management and adopt this structured, playbook-style approach. Phase 1: Structural Alignment Growth fails when
Growth Marketing
Optimising your product feed is one of the most effective ways to boost the performance of your retail media and e-commerce campaigns. Because your feed acts as the bridge between your store and advertising platforms, a weak foundation in your data will inevitably lead to poor ad performance. 1.
Growth Marketing
Retail media has officially transitioned from a "nice-to-have" experiment to a cornerstone of modern growth marketing. As the market enters a "reset year", by larger budgets and more rigorous demands for performance, marketers must stop viewing retail media as a siloed trade budget and
Growth Marketing
Retail media has firmly established itself as one of the fastest-growing advertising channels. Budgets continue to increase, retailers are expanding their media capabilities, and brands are investing more than ever before. Yet, as retail media matures, the conversation is beginning to change. The question is no longer "Should
AI
For over a decade, programmatic advertising has scaled on one core assumption: digital attention would continuously expand across the open web. That assumption is now under pressure. Not because programmatic technology is failing, but because the supply and demand of monetisable web traffic is structurally changing at the same time.
Growth Marketing
For a long time, digital behavior followed a predictable pattern. Consumers had a question > they searched > they evaluated multiple sources > they visited websites > they made a decision. This structure didn’t just shape SEO and paid media. It defined how we understood consumer decision-making itself.
Growth Marketing
Most growth strategies start in the wrong place. They start with channels. Meta ads. Google. SEO. Influencers. Lifecycle. That’s not where I would start. If I had to grow a startup from scratch, I would focus on one thing first: Can we reliably turn inputs into repeatable demand? Everything