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Marketing vs. Growth - Difference and Comparison

Category : Growth Marketing Author : Team Amura Date : 21 Aug 2020

We are living in the era of consumerism, where the consumer is not just the king but god. Marketing has always been the driving factor for companies, but the use of marketing has totally changed. If you observe the trends, earlier the companies used to create a product and then market it to the consumer using various marketing channels. Today, the game has changed; companies now create a product as per the consumer’s demand and then use effective marketing tools to reach out to them.

Marketing is among the most important factors when it comes to driving growth and expanding the organisation. Let’s delve deeper to understand what exactly marketing and growth entails to get a clear picture into marketing vs growth.

What is Marketing?

Marketing is a very broad discipline and entails all those activities that help to promote a product or a service to the targeted consumer. It includes all measures deployed to evaluate, and satisfy the consumer needs by promoting the right products that will help to fulfil their needs and wants. From communication to exchanging offerings, there’s a lot that marketing entails. Marketing plays a key role when it comes to establishing trust for a brand in the minds of customers.

growth and marketing
growth and marketing

What is Growth?

Growth is again a very broader concept and includes everything that helps a business or an organisation to achieve its objective. Growth in profit margins would help the business to achieve its profitability objective; an increase in customer base is again a growth that helps to achieve the customer acquisition objective. In this context, growth is about finding avenues that help to gain more customers at the highest profit margins.

Also read: What is Growth Marketing?

marketing vs growth
marketing vs growth

Marketing vs Growth

Now that we have individually explored the concepts of marketing and growth, let’s understand how the two differ by analysing marketing and growth in detail.

marketing vs growth
marketing vs growth
  • So, the first and most basic difference is that growth takes a more holistic approach to achieve the organisational objective, whereas marketing has a very narrow approach towards achieving some specific goals.

  • Another important distinction between marketing and growth is that marketing focuses on aspects such as brand awareness and customer acquisition whereas growth factors in other important aspects that are related to product activation, customer retention, revenue, and referrals.

  • Marketing teams in the organisations are usually focused on KPIs such as signups, new users, downloads, etc. The growth teams take a more holistic view and focus on all those KPIs that drive the organisation forwards in some way or the other. Examples include daily active users, monthly active subscribers, leads, registrations, daily new users, etc.

  • Marketing teams usually consist of people who have some experience in copywriting, graphic designing, paid acquisition, etc. You won’t find people who are working in the capacity of engineers, data scientists, product managers, etc. In the case of growth teams, there are other professionals in addition to those who look after marketing.

  • One of the main points of differentiation between marketing and growth is that product marketing is generally focused on adding value before the sales process; it helps to facilitate the same. Growth, on the other hand, is more focused towards value addition post-sales processes.

  • Product marketing is closely knit with acquisition oriented teams that are associated with sales and marketing whereas the retention driven teams are more closely aligned with the growth process, this entails product, UI/UX designing, customer satisfaction etc.

Comparing marketing vs growth

Now we have a very clear understanding of what marketing and growth are and how marketing vs growth differs. Marketing is all about laying the bedrock for gaining customers and establishing trust; it helps to create awareness in the minds of consumers that helps to drive sales. Growth is all about identifying new avenues, testing new strategies, and finding the best-suited approach to gain customers and increase profitability.

Interesting: Growth Marketing Experiments: An Innovative Strategy for Better Growth

When you compare marketing vs growth, you’ll find that marketing is a subset of growth. Growth is more about the optimisation of the process and experimenting with different techniques. Marketing is more about following a proven strategy that has been beneficial for the company’s success in the past. If you look closely, the growth process has multiple stages, including traction, expansion, and optimisation. All these stages are linked to finding the best way of gaining and retaining customers profitably.

In the traction stage, the business is focused on finding the ideal customer and putting out the right message in the market that explains the product. The expansion stage is all about retaining existing customers and finding new ones through different channels. By the expansion stage, you have already found out what’s working for the company. The optimisation stages are all about optimising your process and focusing on the best way to increase the profits.

marketing vs growth
marketing vs growth

The bottom line

In the modern capitalist society, marketing a product that the consumer already wants makes more sense and brings more profits for the companies as the demand is already established. The role of marketing is indispensable; however, the context and strategies have changed.

Being a leading growth marketing agency in India, our team of dedicated experts at Amura has been helping businesses grow since the past 10 years. Get in touch with us at vikram@amuratech.com for your business growth related queries.

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Comments (27)

  Sylvia posted about 2 months ago

Thanks Amura for always being at the forefront when it comes to growth marketing. You have helped numerous companies achieve their goals!

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  Storm posted about 2 months ago

I think growth and marketing go hand in hand. One cannot do without the other

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  Anderson posted about 2 months ago

Growth takes a more holistic approach while marketing is more of a narrow approach. That's a key difference right there.

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  Shantel posted about 2 months ago

Indeed it is easy to mix up these two concepts given how similar they are. This write-up couldn't have come at a better time!

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  Louis posted about 2 months ago

The article has made it more than clear what the difference is between growth and marketing. Amazing job indeed.

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  Vic Brown posted about 2 months ago

Product marketing is closely knit with acquisition oriented teams that are associated with sales and marketing whereas the retention driven teams are more closely aligned with the growth process

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  Susan posted about 2 months ago

Different areas working in interdependence to achieve common objectives.Gowth couldn't be posible without a good marketing plan.

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  Edwin Kamau posted about 2 months ago

Marketing and growth go hand in hand. One brings about the other. When you discus one, you have no avoidance of the other.

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  Peace Abang posted about 2 months ago

Both marketing and growth are needed for a business to grow. These two factors needs to be taken seriously

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  Jiffy Rando posted about 2 months ago

With this crisis I imagine the inner workings of marketing will once again evolve. I would not be surprise if now it will be combined with social responsibility. After all profit and giving back is doable.

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  David Tjoe posted about 2 months ago

I have heard many times and have understood how important marketing is in business. But this growth is still a new term for me, but I get an understanding from the explanation in the writing of this article that growth has a much broader concept.

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  Mayob Torres posted about 2 months ago

I believe that Marketing and Growth are intimately linked, you cannot live without the other, they have a lot of relationship and to get a company afloat the two must go together to obtain better results.

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  Jakes posted about 2 months ago

The pure differences between this two cannot be overemphasized. But the end results will tell.

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  Brown Bee posted about 2 months ago

Every facets needs marketing because Marketing is among the most important factors when it comes to driving growth and expanding the organisation.

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  David Mureithi posted about 2 months ago

Marketing is very crucial in a business. Proper marketing leads to a great catch of new and maintaining of existing consumers.

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  Elsa posted about 2 months ago

Is interesting to see how marketing is only an element to help the growth, however, it can be a key element that determines the time and stability that will take to a business project to get that growth

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  Susy R posted about 2 months ago

I didn't know much and understood these two beforehand, I don't think there is any significant difference. However, it seems that both of them need to be well understood in order to advance a business, especially since the growth process is more complex.

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  enem posted about 2 months ago

Marketing has always been the driving factor for companies, but the use of marketing has totally changed because of new trends which people needs to adopt

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  Tila woke posted about 2 months ago

Growth marketing agency in India is really doing a good job of finding avenues where businesses have the needed growth they deserved

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  Rose posted about 2 months ago

It's like a perfect marriage, they compliment eachohter perfectly but work in a different way.

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  Maury Cheskes posted about 2 months ago

Marketing is constantly evolving. Thank you for outlining the fundamentals in this day and age and defining growth, values and the sale process. Excellent piece.

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  AJ posted about 2 months ago

Well, this makes things clearer. I had no idea that marketing and growth actually mean 2 very different things!

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  Jerry jeff posted about 2 months ago

Every business needs a Growth in profits because profit margins would help the business to achieve its profitability objective; an increase in customer

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  hope posted about 2 months ago

Definitely, Marketing is among the most important factors when it comes to driving growth and expanding the organisation.

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  Oyeyipo Oladele posted about 2 months ago

Growth is again a very broader concept and includes everything that helps a business or an organisation to achieve its objective. When growth and marketing are compared, there the differences will be spotted.

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  Danielle M posted about 2 months ago

Thanks for the clarification, I used to think that growth and marketing were the same thing but now I understand better the role for both of them.

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  Alex posted about 2 months ago

I really do not understand why this has to be separated.Do not get me wrong I understand the concept but the thing is id you are providing a good service/product it is only natural that a business would grow. I could be wrong but to me this is the way I understand this.

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