Growth Hacking unterliegt keiner singulären Definition, je nach Standpunkt wechselt auch die Perspektive auf die noch junge Disziplin. Hier habe ich die Definitionen einiger bekannter Köpfe der Szene zusammengetragen, die insgesamt sicher ein schlüssiges Bild über Growth Hacking ergeben:
Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure.
A growth hacker doesn’t see marketing as something one does, but rather as something one builds into the product itself.
Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.
A growth hacker is a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth.
A growth hacker wraps messaging into the fabric of the lives and thoughts of users. A growth hacker will leverage across disciplines, pulling in insights from behavioral economics and gamification, to find the right message to pull in users.
Growth hacking is about continuous improvement of all the growth levers using experimentation and data. Many of those levers are off limits to marketers or aren’t understood by marketers. As a result, several Silicon Valley companies have separate “growth teams” that report into the product group. Those same companies also have marketing teams. Both teams are allies and work together to move key performance indicators.
When I originally coined the term, I essentially was recommending that early stage startups hire a growth hacker before they hire a traditional marketer. And that the growth hacker only focus on activities that have a directly attributable impact on growth. Some of those activities traditionally fall into marketing, but that also leaves a lot of traditional marketing activities off the table. After a while growth hacking caught the attention of larger companies also.
The whole thing makes a lot of people uncomfortable, but I think that’s a good thing. Marketers who stay in their comfort zone will miss a lot of the most effective ways to grow. I think that eventually marketing and growth hacking will become the same thing, but today most organizations aren’t ready for that.