Modern Growth Marketing
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Description
Book Introduction
Gross strategy was right then, wrong now!
"The age of the unicorn is over." (Bessemer Venture Partners)
"The startup boom of the decade is over." (Lightspeed)
"The days of unconditional growth with free capital are over, and investors are looking for profitable companies that can generate cash, not rapid growth." (Sequoia Capital)
In a rapidly cooling market environment, the old growth strategy of "growth is enough even if it means running a deficit" no longer works.
Unless you drastically streamline your marketing strategy and improve profitability, you will face difficulties attracting new investment, and even the survival of your service will be at risk.
So, how should companies develop growth marketing strategies to survive in this environment? This book presents a new framework called "Modern Growth" as a survival growth marketing strategy for an era where the growth formulas of the past no longer apply.
"The age of the unicorn is over." (Bessemer Venture Partners)
"The startup boom of the decade is over." (Lightspeed)
"The days of unconditional growth with free capital are over, and investors are looking for profitable companies that can generate cash, not rapid growth." (Sequoia Capital)
In a rapidly cooling market environment, the old growth strategy of "growth is enough even if it means running a deficit" no longer works.
Unless you drastically streamline your marketing strategy and improve profitability, you will face difficulties attracting new investment, and even the survival of your service will be at risk.
So, how should companies develop growth marketing strategies to survive in this environment? This book presents a new framework called "Modern Growth" as a survival growth marketing strategy for an era where the growth formulas of the past no longer apply.
- You can preview some of the book's contents.
Preview
index
▣ Chapter 1: Growth Strategy: Right Then, Wrong Now
1.1 Why Modern Growth?
1.2 Is it necessary to measure LTV?
1.3 AARRR is now over
1.4 Performance vs. CRM Marketing: Which is More Important?
▣ Chapter 2: Warning! Stop non-incremental campaigns immediately.
2.1 Measuring Real Performance and Real Costs
2.2 What if I don't know how to do A/B testing?
2.3 You can't just 'block' it
2.4 Questioning whether a 100-person test would be meaningful
2.5 Persistence in trying to improve even by 1%p
2.6 Raising Real Performance, Reducing Real Costs
▣ Chapter 3: Saving Marketing Costs by Optimizing Segments, Benefits, and Timing
3.1 Targeting Begins with Segmentation
3.2 Customized to the weather of the customer's location
3.3 You can tell a lot about a person by what they buy.
3.4 Customer behavior leading to purchase
3.5 Why is Market Kurly like this?
3.6 Don't set coupon amounts based on feelings.
3.7 How should I design a coupon pack?
3.8 Coupons vs.
Accumulation
3.9 The first purchase conversion is always difficult.
3.10 More Difficult Customers to Churn
3.11 Optimal Timing
▣ Chapter 4: Understanding Communication
4.1 How much is app push worth?
4.2 Landing pages are surprisingly important
4.3 How to effectively increase consent rates
4.4 What are you doing? Are you sleeping? Consent to receive late-night texts
4.5 Keywords that always work
4.6 Do customers really only like ‘coupons’?
4.7 From gathering KakaoTalk channel friends to measuring performance
▣ Chapter 5: Is Performance Marketing Really Over?
5.1 Data Management: Essential Knowledge for Everyone from New Employees to CEOs
5.2 Why is privacy a problem in this age of privacy protection?
5.3 New Standards for Measuring Advertising Performance
5.4 What happens next?
▣ Chapter 6: Cost of Acquiring One Customer Through Advertising
6.1 How much does it cost to acquire a new customer?
6.2 Defining CAC for Your Service
6.3 What is the appropriate customer acquisition cost?
6.4 Is a lower CAC better?
6.5 CAC and ROAS
▣ Chapter 7: Performance Marketing Strategies That Deliver Results
7.1 Setting Performance Marketing KPIs
7.2 Finding a Media That Fits Your Service
7.3 How to Measure Real Performance
▣ Chapter 8: Advertising Optimization Know-How to Increase Sales by 200%
8.1 Why Sales Aren't Rising
8.2 Finding Selling Points That Lead to Purchases
8.3 Having a lot of material is not always a good thing.
8.4 Useful Campaign Configuration Skills in Practice
8.5 Can we do influencer marketing too?
▣ Appendix: Glossary of Terms
1.1 Why Modern Growth?
1.2 Is it necessary to measure LTV?
1.3 AARRR is now over
1.4 Performance vs. CRM Marketing: Which is More Important?
▣ Chapter 2: Warning! Stop non-incremental campaigns immediately.
2.1 Measuring Real Performance and Real Costs
2.2 What if I don't know how to do A/B testing?
2.3 You can't just 'block' it
2.4 Questioning whether a 100-person test would be meaningful
2.5 Persistence in trying to improve even by 1%p
2.6 Raising Real Performance, Reducing Real Costs
▣ Chapter 3: Saving Marketing Costs by Optimizing Segments, Benefits, and Timing
3.1 Targeting Begins with Segmentation
3.2 Customized to the weather of the customer's location
3.3 You can tell a lot about a person by what they buy.
3.4 Customer behavior leading to purchase
3.5 Why is Market Kurly like this?
3.6 Don't set coupon amounts based on feelings.
3.7 How should I design a coupon pack?
3.8 Coupons vs.
Accumulation
3.9 The first purchase conversion is always difficult.
3.10 More Difficult Customers to Churn
3.11 Optimal Timing
▣ Chapter 4: Understanding Communication
4.1 How much is app push worth?
4.2 Landing pages are surprisingly important
4.3 How to effectively increase consent rates
4.4 What are you doing? Are you sleeping? Consent to receive late-night texts
4.5 Keywords that always work
4.6 Do customers really only like ‘coupons’?
4.7 From gathering KakaoTalk channel friends to measuring performance
▣ Chapter 5: Is Performance Marketing Really Over?
5.1 Data Management: Essential Knowledge for Everyone from New Employees to CEOs
5.2 Why is privacy a problem in this age of privacy protection?
5.3 New Standards for Measuring Advertising Performance
5.4 What happens next?
▣ Chapter 6: Cost of Acquiring One Customer Through Advertising
6.1 How much does it cost to acquire a new customer?
6.2 Defining CAC for Your Service
6.3 What is the appropriate customer acquisition cost?
6.4 Is a lower CAC better?
6.5 CAC and ROAS
▣ Chapter 7: Performance Marketing Strategies That Deliver Results
7.1 Setting Performance Marketing KPIs
7.2 Finding a Media That Fits Your Service
7.3 How to Measure Real Performance
▣ Chapter 8: Advertising Optimization Know-How to Increase Sales by 200%
8.1 Why Sales Aren't Rising
8.2 Finding Selling Points That Lead to Purchases
8.3 Having a lot of material is not always a good thing.
8.4 Useful Campaign Configuration Skills in Practice
8.5 Can we do influencer marketing too?
▣ Appendix: Glossary of Terms
Detailed image
GOODS SPECIFICS
- Date of issue: March 21, 2024
- Page count, weight, size: 260 pages | 175*235*14mm
- ISBN13: 9791158395018
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