“I can’t speak enough to how important marketing automation is…” — Podcast with onX’s Ryan Watson

onXmaps, Inc., a leader in the outdoor navigation app space, demonstrates effective user acquisition strategies through a multi-faceted approach, focusing on influencer partnerships and a robust retargeting structure. Ryan Watson, the Director of Growth Marketing, highlights the importance of using SEO to understand niche audiences, as well as the role of retargeting funnels fed by SEO-driven direct conversions. The company leverages the "TikTokification" of content to iterate successful strategies across multiple channels, acknowledging the ongoing relevance of long-form content like podcasts for different audiences. onX prioritizes retention by offering special deals to elite-tier users, enhancing user loyalty and potentially boosting acquisition. A constant flow of video content, whether in-house or influencer-generated, is vital for maintaining engagement. Marketing is viewed as an end-to-end process, with creative strategy and team composition tailored to the specific product being marketed.