4 Innovative Marketing Strategies to Drive Platform Growth

Nearly every modern business is leveraging some kind of platform to enable successful business operations. As the digital era of marketing and business has evolved, platforms have taken off in popularity and become an integral part of every organization. While new platforms emerge every day to enable business success, seven well-known platforms — Apple, Microsoft, Alphabet (Google’s parent company), Amazon, Facebook, Alibaba, and Tencent — represent the market share, collectively owning $6.3 trillion in market value in 2020. But what does this mean for new, emerging platforms, and how can they set themselves up for long-term success?
To stay successful, platform brand marketing teams must remain innovative and proactive, anticipating and adopting trends early to enable sustainable business growth and steady user adoption in such a crowded market. Smaller platforms can future-proof their business by implementing strategies, adopting technologies, and enabling integrations that allow for improved efficiency and scalability, and give them an edge over the competition. Here are four innovative marketing strategies to drive platform growth in the modern era.

Appeal to Pain Points With Personalization

Did you know? Seventy-three percent of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. Appealing to consumer pain points with a personal touch is key to serving a message that resonates. To do this, platform marketers must think back to the basics:
  • Why was your platform created in the first place? 
  • What pain points does your platform help solve? 
  • How can your platform ease the day-to-day stresses of the user? 
Answering these questions will put marketers on the right path to developing powerful messaging that resonates and inspires action. Narrowing these answers into a simple statement to describe your competitive advantage is also key — because, ultimately, your platform will earn business when it is the BEST option over any competition.

“Successful platforms solve big problems. In doing so, they completely change the definition of a category or market. This means creating a real step-change: whether that’s 10x better experience, lowering costs by 10x, or increasing speed by 10x.” – Accenture

Leverage Social Media to Demonstrate Value

Recommendations and word of mouth have always been meaningful when it comes to deciding on a new platform or service. In today’s digital-centric world, why not take advantage of trending and successful social platforms like Instagram, Facebook, or even LinkedIn, to share messaging about your innovative platform, its value, and what pain points it can help users solve? Influencers and global consumers take to social media to share reviews and recommend brands, platforms, and services they use and love, increasing brand popularity and credibility. The effect of social media messaging is strong, and there’s no better way to spread the word than via powerful visuals, relatable customer reviewsand tutorials for potential customers to see just how life-changing your platform can be. 

Overall, customer engagement is the foundation of any lasting marketing strategy. Building a strong connection will often compel users to gravitate towards your brand and become loyal advocates for your platform. In this content-heavy digital world, it is easy to get lost in the shuffle. Keeping the focus on building trust with users through valuable and personal social media interactions will prove to be successful when attempting to grow your platform’s user base. 

Streamline Data Collection to Optimize Growth Trajectory

Future-proof your business for long-term growth and success by streamlining your data collection strategies of today in order to meet consumer demands of tomorrow. Establishing a real-time data and insights strategy is a must for maintaining agility. If you’re not tracking your metrics or zero-party and first-party data in real time across a wide variety of channels, you’re bound to lose ground to the competition — especially when it comes to acquiring and retaining customers.

“Growth teams are widely used to identify and drive key metrics that ensure the flywheel of a platform starts to move and continues to spin faster. Through growth teams, companies can be laser-focused on a specific metric needed for success – ensuring platform growth is sustained.”  – Accenture

In addition, many teams are now leveraging customer data platforms (CDPs) to streamline their data collection and management across all data sources. New data aggregation solutions are becoming an integral part of enabling deeper personalization and customization to drive omnichannel customer engagement. By streamlining your data collection, you can analyze your marketing campaigns holistically and better capitalize on opportunities to grow your platform user base. 

Increase Productivity With Automation

Marketing automation is quickly becoming an industry standard by reducing error rates, improving productivity, and increasing revenue across organizations of all sizes. Automation is not a one-size-fits-all approach, meaning it can be leveraged in a bevy of ways to suit your business needs, including future-proofed scalability. This is especially relevant to up-and-coming platform brands set on a fast-paced growth trajectory. Embracing automation implementation across your business processes will set you up for long-term success and accelerate the growth of your platform by improving overall operational efficiency.

“Digitization and emerging technologies such as artificial intelligence, machine learning, big data analytics, and infrastructure services have not yet attained their full disruptive potential. More and more individual user and transactional data will become connected with different platform services and functions, with the potential to generate positive and negative outcomes.” – MIT Sloan Review

The underpinnings of automation that make its adoption a modern necessity are its ability to enable a reduction of manual time spend on repetitive tasks while increasing success rates. Automating campaign processes for operational efficiency and utilizing dynamic creative optimization (DCO) are two specific ways to ease the manual lift marketers must make when personalizing content and messaging. 
Powered by a combination of dynamic, data-driven content and automated machine learning, DCO is quickly becoming one of the most effective strategies for delivering personalized campaigns that today’s online audiences demand. Rather than resist the introduction of automation into the creative process, today’s most successful marketing teams use it to increase their creative capacity, scale their content production, boost campaign ROI, and improve overall operational efficiency.


To position platforms for growth in today’s market, marketers need to remain agile and get ahead of the curve. You can achieve this through a multi-pronged strategy that includes: 
  • Streamlining data collection
  • Implementing automation into your workflow
  • Adopting a social media marketing strategy
  • Personalizing omnichannel touchpoints
 Anticipating the needs of your ideal platform-adopter is key to staying innovative and driving marketing messaging around the value of your platform. It will without a doubt help inspire adoption in the market today and well into the future

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.



    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

              Contract Type



              Job Title

              Contract Type



              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.