Initiated in US, this kind of marketing is democratizing and
is now considered for many as the marketing of tomorrow. It’s hard to clearly
define what’s growth hacking. We can say that this is the setting up of a
strategy to get a strong growth in a cheap and effective way. Most of
specialists believe that growth hack is exclusive for Marketers who know
developing. But this system is democratizing, and most of us are now able to
set a growth hacking strategy.
The community of growth hacker agrees to say that the
arrival of this technic appeared with Hotmail, Hotmail was at the beginning a
simple start up but This strategy had
a huge impact: 3000 new address in a day and almost 2 million after 8 months
were created following the beginning of this technic. The growth hacking became
alive!
one of the developer get the idea of inserting at the end
of a mail a simple sentence “ Ps: I love you. Get your free Email at Hotmail.”
This is Growth Hacking.
This growth hack is still used today by many companies and
everybody had at least once used this. “
Send from my Iphone” of Apple allowed them promoting their iPhone on each email
sent from their product. It’s free and then clients make the brand promotion
for free!
Why making growth hacking?
During the creation of a website as during a startup launch,
the most difficult mission is monitoring traffic and making something great of
this traffic. The objective of growth hacking is simply making these things
easier thought smart tools.
The 3 following companies (Dropbox, Twitter and Airbnb)
would not know the same success if they didn’t use Growth Hacking.
Dropbox:
At the beginning, they faced traffic issues. Then, they
established the following strategy: More you invite friends, more you get disk
space free. Thanks to this growth hacking, they succeeded to get millions
users.
Twitter:
Marketing teams of Twitter faced the problem that new
subscribers used the Social Media at the beginning but stop their activity on
the social media after few days. To rectify this, Twitter added to the
subscribing process a mandatory section that induces users have to follow at
least 30 persons. Then, they improved their loyalty ratio and the average use
of the app because users always received tweets that might interest them.
Airbnb:
At their beginning, Airbnb established their e-marketing
through a main strategy. Their strategy was that when a user posts an ad to
rent its flat, it was automatically published on Craiglist. It improves the
visibility of the company and make the flat rented faster. Then, customers were
satisfied and promote the services to their friend. Logically, Craiglist set up
many tools to counter this strategy. But developers from Airbnb worked and succeed
to keep their ad published on Craiglist. Then, 80% of the traffic came from
redirection from Craiglist.. Without this successful strategy, Airbnb wouldn’t
know the same success.
At least, we can say that Growth hacking is now designing
the strategy of startups and e-marketing tools. This e-marketing tool is
without doubt the most effective one because this tool is designed to fit to
business environment. We are convinced of that Growth Hacking can bring very
interesting results for many customers and startups, compared to other e-marketing
tools largely more expensive in terms of time and money.
Elio NICOL & Denys SAISSE
http://blog-web-marketing.fr/2015/03/26/dossier-le-growth-hacking/
I didn't know about AirBnB and Craiglist. Nice info!
ReplyDeleteThanks for this
social media marketing