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Why Growth Hacking is the Next Big Thing for Marketing


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Presentation I've given at the Golden Drum Conference in Slovenia. I shared with the audience how the growth hacking mindset and methodology inspires new marketing approach, and its tools and tactics. Lessons from startups like Airbnb, Uber, Seamless and Farfetch are analyzed and applied to the legacy brands. Hopefully, the deck will give you ideas in your own work!

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Why Growth Hacking is the Next Big Thing for Marketing

  1. growth hacking Golden Drum, October 16. 2015, Portorož @andjelicaaa
  2. hello, i am Ana. @andjelicaaa
  3. … and these are the things that inspire me. digital branding knowledge networks organizational innovation new org forms org structure & media distributed cognition actor-network theory org management media management media studies media business social psychology cognitive psychology technology studies economic sociologydesign thinking behavioral economics @andjelicaaa
  4. my goal is to help clients disrupted by technology to better understand how to successfully use it to connect with their customers and achieve business results. @andjelicaaa
  5. i have a holistic approach to problem-solving and agnostic approach as to what the solution should be. @andjelicaaa
  6. spot opportunity for creating unique source of value. spot opportunity created by external disruptors spot opportunity in the long-range horizon. @andjelicaaa
  7. i am here to talk about growth hacking. @andjelicaaa
  8. why is this question relevant? @andjelicaaa
  9. ten years ago, today’s fastest-growing brands of did not exist. ana @andjelicaaa & jana @janasavic
  10. The biggest marketing innovations do not come grom marketing agencies. @andjelicaaa
  11. Marketing innovations come from those who have neither the marketing budgets nor its know-how. @andjelicaaa
  12. don’t tell me that you’re funny, tell me a joke. @andjelicaaa
  13. the 1% rule. @andjelicaaa
  14. Sir Brailsford is a growth hacker. @andjelicaaa
  15. So are Airbnb, Uber, Instagram and Spotify. @andjelicaaa
  16. Instagram’s “Suggested” is an example… @andjelicaaa
  17. Or Dropbox’s “Invite Your Friends” @andjelicaaa
  18. Or Apple’s “Sent from my iPhone” @andjelicaaa
  19. User acquisition, retention and referrals are designed into the product experience architecture from a get-go. @andjelicaaa
  20. Still, there’s nothing that creates scale like network effects. @andjelicaaa
  21. To get enough users on board to create network effects, the most famous modern brands have all “piggybacked” on other, pre-existing social networks. @andjelicaaa
  22. Airbnb piggybacked on Craigslist. @andjelicaaa
  23. Paypal piggybacked on eBay. @andjelicaaa
  24. Snapchat and Whatsapp piggybacked on our phone books. @andjelicaaa
  25. Thanks to piggybacking, these brands didn’t have to create network effects from zero. @andjelicaaa
  26. In the world of traditional marketing, massive spend on distribution often compensates for bad products. @andjelicaaa
  27. what channel is Netflix on? @andjelicaaa
  28. product + distribution = modern marketing @andjelicaaa
  29. proizvod exp system policyproduct
  30. if modern marketing were an animal, it would be … @andjelicaaa
  31. the first step toward modern marketing is to redefine it. @andjelicaaa
  32. Modern marketing sits at the intersection of business, technology & creativity. @andjelicaaa
  33. Modern marketing is the worst thief there is. @andjelicaaa
  34. Modern marketing has a love affair with the consumer. @andjelicaaa
  35. Modern marketing swears by a good story. @andjelicaaa
  36. Modern marketing is in the service business. Modern marketing is in the service business. @andjelicaaa
  37. “It’s easier for companies to come up with new ideas than to let go of old ones.” Peter Drucker @andjelicaaa
  38. thank you. you can find me on @andjelicaaa