Growth hacking in a marketing context
You may have heard of growth hacking by now. It’s the current fashion among start-ups and tech companies. It’s a marketing technique focused on – duh! – growth. While marketing is mostly a tool of mass broadcast, up-and-coming companies of the internet age do not always have the privilege of large budgets, and thus growth hacking was born out of a necessity to quickly scale business forcing start-ups to embed it into the core of their strategy.
How to learn anything and become successful
You’ve probably read that it takes 10,000 hours to become an expert on anything. I recently read a book that proposes learning anything fast (you can watch the author talk about it at TED here) – in only 20 hours! What’s really interesting is the idea that it takes only a certain (small) amount of time to reach a basic level of any activity as opposed to being an expert. Ten thousand or 20 hours, it doesn’t really matter in my opinion. It’s not about time; it’s more than that. It’s about quality, effort, and more importantly, habit. Unfortunately, most of us fall victim to one of the first two criteria, and even though we’re creatures of habit, we have trouble creating new habits so the rest of us quit at the third stage.
What buzz, viral and word-of-mouth marketing have in common
These days, marketing is all about making noise, generating buzz, and going viral. Word-of-mouth has been around for ages, but buzz marketing and viral marketing are concepts that emerged with the internet and social media. What all of these have in common is that they rely on the help of consumers themselves – whether knowingly or unknowingly – to get the word out, they are short-term strategies generally with the goal of increasing brand awareness by echoing its name, and they fail to create long-lasting effects. However, some brands forget that marketing has to have a coherent message.