I would agree that, at first, growth hacking seems like a big promise. On many blogs, you can quickly get the impression that growth hacking is an easy road to success, that involves no expenses!
The arrival of Facebook in 2004 is to the web what the collapse of the Berlin wall was to the 20th century: a paradigm shift.
Despite its annoying and almost show-off tone and its confinement to the startup environment, growth hacking is indeed a consequence of the great Facebook disruption. Why? In 1996, the web was just 16 million irregular users connected to noisy modems. Today, there are more than 2 billion people connected at any given time, anywhere and on all possible screen sizes. The voice of the customer is everywhere, often for the whole world to hear (Facebook, Twitter, Instagram, Wechat, WhatsApp, Messenger…). The monopoly of distribution has collapsed, Facebook now provides anyone with qualified access to 1.6 billion people. Your next-door neighbor can crowd-fund her latest project…
To sum things up, the worldwide web has undergone extensive democratization, evolving from a VIP club into a massive carnival.
Growth hackers are a new type of hybrid employee who are by definition at the crossroads between digital marketing, innovation and coding. They understand how the digital sector works and, most of all, they can browse from one ‘‘super platform’’ to another, these powerful solutions that will become the basis of your customer engagement strategy.
A growth hacker’s goal is always the same: understand the global user experience in order to identify (organic or paid) experiences that will boost the business. For this to happen, growth hackers measure, iterate, scrape data, automate, carry out A/B tests on a large scale… All this was not part of marketing in the 1990s. This increasingly established approach is not just for startups with limited budgets; in 2016, it is indeed a key marketing vision, with its own rules.