Startups are always looking for the fastest way to grow. With limited budgets and high competition, it's tempting to rely on growth hacking—quick, creative tactics to rapidly acquire users. While growth hacks can deliver short-term spikes, they often fail to sustain long-term success. On the other hand, sustainable growth strategies focus on building a solid foundation that ensures steady and scalable expansion.

In today's competitive digital landscape, personalisation has become a critical driver of product growth. Consumers expect tailored experiences that cater to their unique preferences, and businesses that deliver on this expectation see higher engagement, improved retention, and increased revenue.

Growth marketing has emerged as a game-changing discipline, helping companies scale efficiently by focusing on data-driven experimentation, retention, and sustainable user acquisition. Unlike traditional marketing, which often emphasizes broad campaigns and brand awareness, growth marketing is highly iterative, leveraging testing, behavioral psychology, and technology to drive results.

In this article, we'll explore how growth marketing has evolved, what it truly means, and which types of companies benefit the most from it.