Until a few months ago, the term Growth hacking was unknown to the majority of people on this side of the Atlantic. But it is clear that a growing interest is Tuvalu Email List for this discipline in France. The proof of this is the number of articles, videos and even Meetups that appear every day that deal with this topic. You just have to take a look at Google Trends to realize that, since 2013, Growth hacking has been on the rise. It should be in the DNA of all start-up s .
Definition of growth hacking
The growth hacking strategy was introduced by Sean Ellis, a former Dropbox employee, who defines it like this (more information here ) : In summary, a growth hacker is someone whose one and only goal is growth . Every decision, every tactic, every strategy he undertakes is motivated by this one and only goal. For this, the Growth Hacker must systematically connect your target audience with your product or service .
Some illustrious cases of successful growth hacking
The most famous example and which for some constitutes the first documented case of growth hacking is to be attributed to Hotmail in 1996. At the time, the famous messaging service that we know today was only one. in its early days and experienced relatively low growth. Realizing that 80% of new mail service users signed up through word-of-mouth friends , Tim Draper, co-founder of Hotmail, decided to insert a message to the end of each email sent from Hotmail:
The impact was instantaneous, causing a “snowball” effect that boosted the number of users of the messaging service, which quickly climbed to 3,000 per day. In 6 months, Hotmail generated 1 million subscribers. In 18 months, the number exploded to 12 million and was bought by Microsoft for 400 million dollars. This textbook case has been emulated with varying degrees of success by other companies. For example, the message “sent from my iPhone” found today at the bottom of messages sent from an Apple device follows the same logic.
Marketing digital = Growth Hacking ?
Although the term is relatively new and making the “buzz” currently, Growth hacking is more a state of mind than a new profession in its own right. For many years, ingenious start-ups have tried to maximize their growth without going through a traditional marketing approach. In fact, when you think about it for a moment, growth hacking is nothing more than marketing adapted to its environment and to new tools . With the evolution of new technologies and the field of new realities they bring, digital marketing and growth hacking are two concepts that will come together more and more until they become complementary.
Anyway, growth hacking is a really exciting discipline that deserves our attention. Many growth hacking techniques can be exploited as part of a digital strategy and we at Markentive are convinced that they can bring interesting results for many of our clients. To go further, do not hesitate to consult our growth advice page ! Discover in this article 5 lessons of Growth Hacking through magnificent examples of companies that have experienced success in record time thanks to this new vision, as well as our interview with Nicolas Finet, Growth Hacker and founder of Sortlist .