Finding Growth in the Gaps
In a challenging market, growth isn't always about finding more customers. Sometimes, it's about understanding where existing opportunities are being lost.
In this episode of Growth Leaders, Josh Tilley, Strategy Director at Initial, explores how agencies can help brands identify new sources of commercial growth at a time when AI, economic uncertainty and rapidly changing consumer behaviours are reshaping the marketing landscape.
One of the biggest questions facing clients is how to respond to AI. Brands aren't only considering how they should use it themselves; they're also conscious of how quickly competitors may be adopting new tools and capabilities. For agencies, that creates an opportunity to help clients navigate change with greater clarity and confidence.
But Josh also challenges the assumption that growth must always come from acquiring new customers. Initial's Growth Engineering model uses proprietary client data to understand where consumers are creating commercial leakage across online and offline journeys. By identifying where people are dropping out, brands can optimise their messaging, customer experience and wider brand journey to generate more value from audiences already in the funnel.
Looking ahead, Josh believes agencies also need to remain open to how audiences, commerce channels and expectations are evolving. That means looking beyond their own category, learning from other sectors and continually questioning where the next opportunity for their clients could come from.
Ultimately, agency growth will depend on the ability to evolve alongside clients – combining data, insight and new technology with a deeper understanding of where genuine commercial value can be created.
Key takeaways
- Growth doesn't always mean acquiring more customers. Understanding where existing consumers drop out of the journey can reveal significant untapped commercial opportunities.
- AI is creating both uncertainty and opportunity. Agencies can play an important role in helping brands understand how new technology can be applied to their business and where it can create value.
- Agencies need to keep evolving. Changing audiences, commerce channels and customer expectations mean agencies should look beyond established approaches and learn from what's happening across other sectors and categories.
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