Automating Growth, Rationalizing Acquisition, and Activating Levers: The Promise of Growth Marketing AI
Founded by Gaël Angoula in Abidjan, Growth Marketing AI is the first agency of its kind in Africa, promising to introduce a data-driven approach that combines artificial intelligence, channel optimization, and a fine understanding of personas to transform strategies into concrete results.
More than a Trend, Growth Marketing is a Rigorous Approach
Growth marketing is no longer just a trend, but a rigorous approach that transforms the way we think about marketing. Unlike traditional approaches based on intuition or fixed concepts, growth marketing relies on an experimental methodology: testing, measuring, and adjusting. It's no longer about following a great idea, but about understanding what really works – and eliminating what doesn't. At the heart of this method lies data, which plays a crucial role in understanding the persona – the typical user whose behaviors, brakes, and motivations are studied with near-scientific precision.
Activating Growth, Step by Step
Growth hacking is based on a clear logic: structuring the customer journey around six key steps: visibility, acquisition, activation, retention, recommendation, and revenue. This schema, known as AAARRR, has become a standard in innovative ecosystems like Silicon Valley, where the most performing startups share this same framework. Concretely, it involves identifying, testing, and optimizing levers at each phase of the cycle. Gain visibility, attract prospects, convert them into customers, retain them, activate their power of prescription, and finally, generate recurring revenue. Each action is tested through short cycles, with the goal of eliminating what doesn't work and capitalizing on what does.
Growth Marketing: When Data Listens Before Acting
For Gaël Angoula, succeeding in a growth marketing strategy doesn't just involve applying miracle recipes. The sine qua non condition is strong involvement from leaders. "Many think it's enough to delegate the mission and wait for results. But what I propose is a method, not a shortcut. And this method implies failing, testing, and correcting. That's how we align the right levers." Before any activation, a listening phase is essential. Understanding the client's needs, limits, and ambitions, because behind every strategy lies a subtle dosage of data, marketing, sales, and tech.
A Hybrid Approach for Africa
Gaël Angoula cites an example of implementation in Côte d'Ivoire. A brand wanted to open a point of sale without real knowledge of its clients. Thanks to an in-depth study of its persona and followers – combining social media scraping and behavioral analysis – the team was able to identify the most relevant locations and habits to position the brand. Result: a successful implementation and a significant increase in revenue. From this experience, he draws an essential lesson: "Data always has the last word." Intuitions, no matter how seductive, can be biased. Only data reveals reality. And Africa? It remains, according to him, an under-exploited but rich terrain of opportunities.
