It was only a matter of time before someone smart came along and said, “It doesn’t have to be this way. The tools of the Internet and social media have made it possible to track, test, iterate, and improve marketing to the point where these enormous gambles are not only unnecessary, but insanely counterproductive.” That person was the first growth hacker.
A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, traceable, and scalable. Their tools are e-mails, pay-per-click ads, blogs, and platform APIs instead of commercials, publicity, and money. While their marketing brethren chase vague notions like “branding” and “mind share,” growth hackers relentlessly pursue users and growth— and when they do it right, those users beget more users, who beget more users. They are the inventors, operators, and mechanics of their own self-sustaining and self-propagating growth machine that can take a start-up from nothing to something.
Holiday, Ryan (2013-09-05). Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising (Kindle Locations 183-189). Profile Books. Kindle Edition.
Has this changed marketing as the majority knew it?
It has been evolving naturally for some time, the way we market our products and services. If you are not at least an arm’s length away from understanding the basis of being a growth hacker, it might be time to get there.
Ryan holiday’s book,Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising gives us an understanding of the fundamentals. The days are truly gone where we get a product or open a store, do a press release, place an ad in the local paper or even use the basic social media platforms, sit back cross our fingers and watch revenue come in.
Technology has changed this. Consumerism has changed this. Knowledge has changed this. Evolution has changed this.
Whilst this has been happening for a while now, it is clear that adaption and implementation on a serious level is yet to take place in many private and public organisations.
This post by default looks like a book review, and to be honest I have not quite finished the book and is not intended that way. That being said I do recommend it, especially for those that may be junior starting out in the field.
I feel a combination of both ‘traditional marketing’ if that’s what you like to call it, combined with the Growth Hacking way has genuine benefits, especially in the transition phases launching a new product or service.
We essentially use science to grow versus using guess-work and money not knowing.