January 07, 2016
“Growth hacker” is a new word for most but a long held practice among the best Internet marketers. He is, one whose passion and focus is pushing a metric through use of a testable and scalable methodology.
With mass media fading away and the onslaught of mass customization & niching on the web, marketing as we known it for the past 100 years has died. People are awash with mounds of data and marketing fatigue is at an all-time high.
Users are drowning and won’t pay attention to the next best widget, regardless of how good it is. Distribution is now the number one problem that faces every product and every startup.
Growth hacking appeared as the modern way in the age of Web 2.0 to reach a market and distribute an idea. Instead of classic marketing, which typically interrupts your day, a growth hacker uses “pull”; he or she understands user behavior provides value immediately to persuade.
A growth hacker wraps messaging into the fabric of the lives and thoughts of users. A growth hacker will leverage across disciplines, pulling in insights from behavioral economics and gamification, to find the right message to pull in users.
The essential characteristic of a growth hacker is creativity. His or her mind is the best tool in their war chest. A growth hacker looks beyond Adwords or SEO for distribution. Traditional marketing channels often mean high cost per acquisition and low lifetime value due to high saturation. In an age of social users, the right growth strategy with the right product-market fit will lead to massive scale through viral loops.
The end goal of every growth hacker is to build a self-perpetuating marketing machine that reaches millions by it’s self; however, growth hacking is a process, not a secret book of ideas. Growth strategies cannot be easily copied and pasted from product to product. Growth is never instantaneous. It is never overnight. It is a mindset at which you approach problems.