Australian design platform, Canva, is focusing on expanding its user base and reaching new markets such as India, Germany, Japan, and Europe, according to CMO Zach Kitschke. Despite having 170 million users, Kitschke believes this is just a fraction of the potential global audience.
The company's growth strategy includes enhancing its artificial intelligence capabilities. Canva has integrated AI into its product quickly, aiming to make the technology useful and relevant for users. The goal is to improve the product and user experience, and this is reflected in their marketing strategy.
In the early days, Canva relied on earned PR, content, and community building. Over time, they heavily invested in organic strategies like SEO and rich content. Performance marketing and brand marketing were added later. The company has built its marketing funnel from the bottom up.
Regarding Google's crumbling third-party cookie, Kitschke isn't worried. He believes that Canva's user-centric philosophy and marketing strategy align with protecting the user, which he sees as the right thing to do.
Speculations about Canva's possible IPO have been making headlines, but Kitschke states there are no concrete plans or timelines. The company's guiding principle is to focus on building a great product and solving pain points for users, believing that business results will naturally follow.
