Nowadays, it is common to hear terms like Marketing and Growth Marketing. Both are very important for companies that want to grow and gain new customers. However, many people still don't understand the difference between them.

Marketing is a very broad area that encompasses various strategies and techniques to promote products or services, reaching a specific target audience. The objective of Marketing is to build a strong brand (if well aligned with a Branding strategy), generate recognition and increase sales. Growth Marketing, in turn, is a set of strategies focused on accelerated growth, seeking short-term results.

To better understand the difference between these two terms, it is necessary to understand their characteristics and objectives. In this article, we will explore these differences and explain how each can be applied to a business.

Marketing

Marketing is an area that encompasses various activities and techniques, such as market research, product development, advertising, promotions, branding and other actions that aim to create a lasting relationship between the brand and its customers. The idea is to attract the attention of the target audience, generate interest and create a positive image of the brand. This is done through advertising campaigns, branding actions, creating relevant content and other strategies that help build the company's reputation.

The main Marketing techniques include:

1. Advertising: Advertising is one of the best-known marketing techniques. It consists of creating advertising campaigns on different channels, such as TV, radio, newspapers, magazines, internet and others. The objective is to increase brand visibility and generate interest in the products or services offered.
2. Content Marketing: Content Marketing is a technique that consists of creating relevant and informative content for the target audience. This can be done through blogs, videos, social networks and other channels. The objective is to generate user interest and engagement with the brand.
3. IF THE: SEO (Search Engine Optimization) is a technique that consists of optimizing website pages to improve their positioning in search results. The goal is to increase the website's organic traffic and attract more visitors.
4. E-mail marketing: Email Marketing consists of sending messages by email to customers or leads, with the aim of maintaining a relationship and generating sales. These messages may include offers, relevant content and other types of communication.
5. Social media: Social networks are an important channel for companies that want to connect with their target audience. They allow you to create a closer and more personal relationship with users, in addition to generating engagement and increasing brand visibility.

Marketing Funnel

To illustrate this strategy in practice, the Funnel is a great way to understand how the customer journey happens in Marketing actions, especially if we consider Digital Marketing.

Analyzing the Funnel above, we realized that the focus is on the customer while they are still a possible opportunity wandering around the internet. In other words, general Marketing seeks to find this sales opportunity (called a lead) by creating actions that reach these people with content generation work, ending up filtering the interested public and thus advancing this conversion funnel.

Growth Marketing

Growth Marketing is a set of strategies focused on rapid and accelerated growth. It is aimed at companies that want to achieve results in the short term, quickly increasing their customer base and sales.

The main Growth Marketing techniques include:

1. A/B Tests: A/B testing is a technique used to test different variations on a page or marketing campaign in order to determine which one works best. For example, a company can test two versions of a sales page and analyze which one converts more visitors into customers.
2. Conversion Optimization: Conversion optimization consists of analyzing user behavior on a page or marketing campaign, identifying points for improvement to increase the conversion rate. This can be done through A/B testing, data analysis and other techniques.
3. Viral Marketing: Viral Marketing consists of creating content or campaigns that spread quickly across the internet, generating great reach and engagement. This can be done through videos, memes, infographics and other strategies that generate interest and sharing.
4. Growth Hacking: Growth Hacking is a technique used to accelerate a company's growth, through innovative and creative strategies. This can include utilizing digital tools, SEO techniques, content marketing, and other tactics to increase brand visibility and generate more sales.
5. Retargeting: Retargeting consists of displaying ads to users who have already visited the website or interacted with the brand in some way. This can be done through cookies or other technologies that allow personalized ads to be displayed for each user, with the aim of increasing the chances of conversion.

While Marketing seeks to build a positive brand image, generate recognition and build customer loyalty, Growth Marketing seeks to reach a large number of customers in a short space of time, using innovative and creative techniques to accelerate the company's growth. This is what we will see in the Growth Funnel example below.

Growth Marketing Funnel

Unlike general Marketing, the specificity of Growth Marketing occurs exactly in its Funnel. In addition to the techniques we saw in the topics above, which differ from the traditional, involving more new concepts in how to engage with users on networks, the big real difference is in the objective.

The Growth Marketing Funnel focuses on the lead after it has been converted into a customer (while we saw that Marketing focuses on the stage before that).

This even explains why a high volume of leads is so necessary in this strategy. The big work of Growth starts from the moment that several people have already registered on your platform or purchased your product and, in this scenario, what we will focus on here will be on understanding how to improve our user base and thus result in more revenue.

The greater the number of customers in the base, the greater the possibility of generating analyzes and better understanding the general behavior of the public.

Conclusion

Marketing and Growth Marketing are important techniques for companies that want to grow and win new customers. Although they differ in their approach and objectives, both are essential to a company's success.

Marketing is important for building a strong brand, generating recognition and gaining customer loyalty. Growth Marketing is important to accelerate the company's growth, seeking short-term results.

Therefore, it is important that companies understand the differences between these techniques and use each of them according to their objectives and needs. With the right combination of Marketing and Growth Marketing, it is possible to achieve sustainable and lasting growth, just like trees with strong roots that can withstand any storm.

🤖 Text written 85% by artificial intelligence.