Growth Hacking, the new digital marketing trend?

With so many methodologies, terms, and adjustments in the world of innovation and business growth, is it even Growth Hacking A new trend in digital marketing? What's the best way to understand this methodology? How can I integrate it into my business?

For Andrea Vallarta

The popularization of entrepreneurship or startups transformed into unicorns within the United States, Europe, and Latin America have allowed different strategists to begin sharing, through books, conferences, or other platforms, the most significant learnings from their business growth process. Among these trends are the method Lean Startup, the theory of Golden Circle and more recently, the methodology Growth Hacking.

This last term established by the author Sean Ellis, In short, the experimentation of business marketing, when well-guided, with the objective of discovering opportunities that generate rapid growth for the company.

But what does it mean by “oriented experimentation”? According to the author, the difference between traditional digital marketing and this new methodology lies in the impact it generates on the customer base, moving away from campaign-focused approaches aimed at specific objectives. awareness, consideration and conversion, or sales targets and average ticket to focus most efforts on company growth, even if it means changing the business model, service qualities, or product communication.

For the new “growth hackers”all traditional marketing actionsSEO, content marketing, social media, and paid advertising), will be means to expand or build a solid customer base, who will provide the necessary information to discover actionable opportunities in any internal area or department of the company.

While the popularization of this term will continue to grow, it is important to understand that beyond the trend it may create for marketing areas, the methodology Growth Hacking represents a shift in thinking in the work dynamics for everyone involved in a startup, for which it may be necessary an extra hand, that allows laying the groundwork for consolidating workflow and workload.

* Publication Order: Simon Sinek (2009) Start with Why: How Great Leaders Inspire Everyone to Take Action; Eric Ries (2011), The Lean Startup; Morgan Brown and Sean Ellis (2017) Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success.

** Conversion funnel stages.