why growth hacking is the next big thing for marketing
TRANSCRIPT
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growth hackingGolden Drum, October 16. 2015, Portorož
@andjelicaaa
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hello, i am Ana.
@andjelicaaa
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… 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
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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
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i have a holistic approach to problem-solving and agnostic approach as to what the solution should be.
@andjelicaaa
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spot opportunity for creating unique
source of value.
spot opportunity created by
external disruptors
spot opportunity in the long-range
horizon.
@andjelicaaa
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i am here to talk about growth hacking.
@andjelicaaa
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why is this question relevant?
@andjelicaaa
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ten years ago, today’s fastest-growing brands of did not exist.
ana @andjelicaaa & jana @janasavic
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The biggest marketing innovations do not come grom
marketing agencies.
@andjelicaaa
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Marketing innovations come from those who have neither the marketing
budgets nor its know-how.
@andjelicaaa
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don’t tell me that you’re funny, tell me a joke.
@andjelicaaa
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the 1% rule.
@andjelicaaa
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Sir Brailsford is a growth hacker.
@andjelicaaa
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So are Airbnb, Uber, Instagram and Spotify.
@andjelicaaa
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Instagram’s “Suggested” is an example…
@andjelicaaa
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Or Dropbox’s “Invite Your Friends”
@andjelicaaa
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Or Apple’s “Sent from my iPhone”
@andjelicaaa
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User acquisition, retention and referrals are designed into the product experience
architecture from a get-go.
@andjelicaaa
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Still, there’s nothing that creates scale like network effects.
@andjelicaaa
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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
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Airbnb piggybacked on Craigslist.
@andjelicaaa
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Paypal piggybacked on eBay.
@andjelicaaa
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Snapchat and Whatsapp piggybacked on our phone books.
@andjelicaaa
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Thanks to piggybacking, these brands didn’t have to create network effects
from zero.
@andjelicaaa
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In the world of traditional marketing, massive spend on distribution often
compensates for bad products.
@andjelicaaa
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what channel is Netflix on?
@andjelicaaa
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product + distribution = modern marketing
@andjelicaaa
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proizvod exp system policyproduct
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if modern marketing were an animal, it would be …
@andjelicaaa
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the first step toward modern marketing is to redefine it.
@andjelicaaa
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Modern marketing sits at the intersection of business, technology & creativity.
@andjelicaaa
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Modern marketing is the worst thief there is.
@andjelicaaa
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Modern marketing has a love affair with the consumer.
@andjelicaaa
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Modern marketing swears by a good story.
@andjelicaaa
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Modern marketing is in the service business.
Modern marketing is in the service business.
@andjelicaaa
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“It’s easier for companies to come up with new ideas than to let go of old ones.”
Peter Drucker
@andjelicaaa
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thank you.you can find me on https://medium.com/@andjelicaaa
@andjelicaaa