The term ‘growth hacker’ has recently gained popularity in Silicon Valley circles with many people blogging about it online. It represents a shift from traditional marketing to a more empirical data-driven approach in the online business world.
Although I usually do strategy or digital transformation projects for bigger companies and rarely startups, i absolutely find the term growth hacker portraying how I try to realize growth for clients through market research, analytics, financial modeling, strategy development and implementation road maps. Using an empirical approach which I feel is often lacking in the advertising or creative space where ‘oh lets build a fun app’ can still be seen happening too often. It’s my previous experience in digital marketing and the necessary level of knowledge about SEO, analytics, usability, e-commerce, platforms and technology (also for a big part because of blogging) that help me to understand platform strategies and how big established companies can realize growth by designing or improving their digital initiatives.
“The rise of the Growth Hacker“
The new job title of “Growth Hacker” is integrating itself into Silicon Valley’s culture, emphasizing that coding and technical chops are now an essential part of being a great marketer. Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph. On top of this, they layer the discipline of direct marketing, with its emphasis on quantitative measurement, scenario modeling via spreadsheets, and a lot of database queries. If a startup is pre-product/market fit, growth hackers can make sure virality is embedded at the core of a product. After product/market fit, they can help run up the score on what’s already working.