“A growth hacker is a person whose true north is growth.
Everything they do is scrutinized by its potential impact on scalable growth.” – Sean Ellis
Growth Hacking is not a separate entity from digital marketing. They share the same channels but Growth Hackers focus on all parts of the funnel.
The marketing approach and process can change in each project, but mostly it deals with the first two parts of the funnel, which are Awareness and Acquisition. In Growth Hacking, you ensure that the user goes through a clear and defined funnel that represents the whole customer journey.
A marketer might focus on promoting a product, whereas a Growth Hacker uses a mix of creativity and analytics with the goal to grow a business.
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Differences with Marketing
Many marketing teams work with growth tools and channels but run their campaigns based on intuitions rather than a particular process.
In Growth Hacking, one needs to follow a defined process in order to know what actions need to be taken when, how and why. It is also important to only spend money in areas that are proven to have worked, rather than investing the entire budget on experiments that may fail.
It’s the right ratio between creativity and science, experiments and analysis of results. Therefore, a process is needed. A system for tracking and reporting your results. And it’s a never-ending process. You can always improve!
It's Scientific but Creative
How can something be creative yet scientific at the same time?
Effective Growth Hacking combines a great variety of skills and tools. Since there is no patented recipe for success, you need to proof creative handling of a huge amount of information while using the individually right mix of your tools to draft up a fitting marketing experiment.
There is no space for assumptions in Growth Hacking, but you may find the right initial experiment when listening to your intuition – get creative!