nasscom martech confluence: session ix: jonathan bill
TRANSCRIPT
INDIA
Digital Migrant1984 1990 1994
www.1995.com
2002
2010 2013
2013 to date
Ancient History
Ancient History
But they didn’t want their boss to know…..
So they built a web based email system
Ancient History
Ancient History
They raised some money and spent it all on outdoor and radio ads.But growth was flat.
Vanity Marketing
Ancient History
Someone suggested adding:‘PS: I LOVE YOU. GETYOUR FREE E-MAIL ATHOTMAIL’ AT THE BOTTOMOF EACH E-MAIL.
Ancient History
Ancient History
Ancient History
Ancient History
What is Growth Hacking?
Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure.[1][2] It can be seen as part of the online marketing ecosystem, as in many cases growth hackers are using techniques such as search engine optimization, website analytics, content marketing and A/B testing. Growth hackers focus on low-cost and innovative alternatives to traditional marketing, e.g. utilizing social media and viral marketing instead of buying advertising through more traditional media such as radio, newspaper, and television.[3] Growth hacking is particularly important for startups, as it allows for a "lean" launch that focuses on "growth first, budgets second."[4][5] Facebook, Twitter, LinkedIn, Airbnb and Dropbox are all companies that use growth hacking techniques.[6]
What is Growth Hacking?
Developer Marketer
What is Growth Hacking?
Developer Marketer
What is Growth Hacking?Free or nearly free growth through being smart
Developer Marketer
Starts with a Product Market Fit Find Your Growth Hack The Viral Lift Retaining & Optimising ……. Start again !
Growth Hacking Fundamentals
Marketing is often applied post product completion
Marketers often forced to promote products that don’t really work.
No interest or skillset to contribute to product development
Product Market Fit
Growth hacking focuses on understanding you users & how they discover your product.
You can build features that help acquire and retain more users
Don’t just market buy try and build a product that is EASY to market
MARKETING GROWTH HACKING
What is Growth Hacking?
Growth hacking is really digital marketing but where the marketers and the product builders talk before and during the build of the product
“
Tech start ups - don’t want awareness - want users, customers, clients
The role of a growth hacker is to hack that growth together through any means possible
Hacking is a mindset Try a lot of ideas E.g A/B Testing. Landing pages, email, open graph
Find Your Growth Hack
Understanding the user journey
Growth Hacking
Hacking is taking advantage of loopholes & underappreciated
opportunities “
Once your 1st set of users are achieved. ‘How do you get more?’
Not every product is going to go viral like a ‘You Tube’ Video but word of mouth is important
Examples - - Hotmail: share- Dropbox: extra storage space by referring friends
The Viral Lift
The Viral Lift
Virality isn’t something you do to a product, it is something a product is
“
Growth Hackers have 2 characteristics- Very creative in finding new ways to get users - Very scientific in looking into metrics carefully
Reduce churn & retain existing users Optimise & upsell
Retaining & Optimising
Experiments
Test and RefineA B
Hypothesis: They wanted to test if offering an incentive (free shipping) to all orders over $75 would increase conversions.
Result: Adding free shipping increased orders by 90% and the average order value (AOV) by 7.32%.
http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies
Test and Refine
http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies
Hypothesis:
Creating a newly designed for mobile site featuring a click-through menu would get more conversions than a responsive site.
Result:
The new mobile-only site increased conversions by 256%.
Retaining & Optimising is an endless process
Refine
TestRefine
Test
I could go on…..
ONLINE resourcesHANGOUTS and MeetupsSLIDESHARE especially Growth Hacking, Mattan Griffel
All of this is second nature to tech startups
All of this is second nature to tech startups
Developer Marketer
All of this is second nature to tech startups
Scarcity is the mother of invention“
But a watch out
Economic Times, 23/08/15
Not So Easy for traditional companies
Not So Easy for traditional companies
Developer Marketer
Not So Easy for traditional companies
Marketing is often post completion of the product. Growth is bought
“
Often misguided
My Niece Says we need to be on Facebook
Often misguided
My Niece Says we need to be on Facebook
…have an app…go on twitter…make it viral
Ji Sir!
Often misguided
Sir, we have succeeded on Facebook we
have 2,000,000 Likes
Often misguided
Sir, we have succeeded on Facebook we
have 2,000,000 Likes
Vanity Marketing
Paid for
Growth Hacking, like marketing, not a panacea
You can’t put lipstick on a pig“
For traditional companiesGrowth hacking makes sense for new products and markets and not all
Growth hacking can only work if you create the environment to allow it to do so
Growth hacking can only work if you know what you want to measure and why
Growth hacking is in built marketing
