Why Growth Hacking is the Next Big Thing for Marketing

growth hackingGolden Drum, October 16. 2015, Portorož

@andjelicaaa

hello, i am Ana.

@andjelicaaa

… and these are the things that inspire me.

digital branding

knowledge networks organizational

innovation

new org formsorg

structure & media

distributed cognition

actor-network theory

org management

media management

media studies

media business

social psychology

cognitive psychology

technology studies

economic sociologydesign

thinking

behavioral economics

@andjelicaaa

my goal is to help clients disrupted by technology to better understand how to successfully use it to connect

with their customers and achieve business results.

@andjelicaaa

i have a holistic approach to problem-solving and agnostic approach as to what the solution should be.

@andjelicaaa

spot opportunity for creating unique

source of value.

spot opportunity created by

external disruptors

spot opportunity in the long-range

horizon.

@andjelicaaa

i am here to talk about growth hacking.

@andjelicaaa

why is this question relevant?

@andjelicaaa

ten years ago, today’s fastest-growing brands of did not exist.

ana @andjelicaaa & jana @janasavic

The biggest marketing innovations do not come grom

marketing agencies.

@andjelicaaa

Marketing innovations come from those who have neither the marketing

budgets nor its know-how.

@andjelicaaa

don’t tell me that you’re funny, tell me a joke.

@andjelicaaa

the 1% rule.

@andjelicaaa

Sir Brailsford is a growth hacker.

@andjelicaaa

So are Airbnb, Uber, Instagram and Spotify.

@andjelicaaa

Instagram’s “Suggested” is an example…

@andjelicaaa

Or Dropbox’s “Invite Your Friends”

@andjelicaaa

Or Apple’s “Sent from my iPhone”

@andjelicaaa

User acquisition, retention and referrals are designed into the product experience

architecture from a get-go.

@andjelicaaa

Still, there’s nothing that creates scale like network effects.

@andjelicaaa

To get enough users on board to create network effects, the most famous modern brands have all “piggybacked” on other,

pre-existing social networks.

@andjelicaaa

Airbnb piggybacked on Craigslist.

@andjelicaaa

Paypal piggybacked on eBay.

@andjelicaaa

Snapchat and Whatsapp piggybacked on our phone books.

@andjelicaaa

Thanks to piggybacking, these brands didn’t have to create network effects

from zero.

@andjelicaaa

In the world of traditional marketing, massive spend on distribution often

compensates for bad products.

@andjelicaaa

what channel is Netflix on?

@andjelicaaa

product + distribution = modern marketing

@andjelicaaa

proizvod exp system policyproduct

if modern marketing were an animal, it would be …

@andjelicaaa

the first step toward modern marketing is to redefine it.

@andjelicaaa

Modern marketing sits at the intersection of business, technology & creativity.

@andjelicaaa

Modern marketing is the worst thief there is.

@andjelicaaa

Modern marketing has a love affair with the consumer.

@andjelicaaa

Modern marketing swears by a good story.

@andjelicaaa

Modern marketing is in the service business.

Modern marketing is in the service business.

@andjelicaaa

“It’s easier for companies to come up with new ideas than to let go of old ones.”

Peter Drucker

@andjelicaaa

thank you.you can find me on https://medium.com/@andjelicaaa

@andjelicaaa