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Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising
Gmail, Facebook, AirBnb, Evernote. A new generation of multibillion dollar brands have been built without spending a dime on traditional marketing techniques. No press releases, no PR firm, and no billboards in Times Square.
It wasn’t luck that took them from tiny start-ups to massive success. They have a new strategy, called Growth Hacking. And it works.
In this e-special, bestselling author Ryan Holiday shows how the marketing game has changed forever. He explains the growth hacker mindset and provides a new set of rules—critical information whether you’re an aspiring marketer, an entrepreneur, or a Fortune 500 senior executive.
It wasn’t luck that took them from tiny start-ups to massive success. They have a new strategy, called Growth Hacking. And it works.
In this e-special, bestselling author Ryan Holiday shows how the marketing game has changed forever. He explains the growth hacker mindset and provides a new set of rules—critical information whether you’re an aspiring marketer, an entrepreneur, or a Fortune 500 senior executive.
135 pages, Paperback
Published January 1, 2014
1017 people are currently reading
15665 people want to read
About the author
Ryan Holiday
89 books18.3k followersRyan Holiday is media strategist for notorious clients like Tucker Max and Dov Charney. After dropping out of college at 19 to apprentice under the strategist Robert Greene, he went on to advise many bestselling authors and multi-platinum musicians. He is the Director of Marketing at American Apparel, where his work in advertising was internationally known. His strategies are used as case studies by Twitter, YouTube, and Google, and have been written about in AdAge, the New York Times, Gawker, and Fast Company. He is the author is *Trust Me, I'm Lying: Confessions of a Media Manipulator*, which is due out in July. He currently lives in New Orleans, with his rebellious puppy, Hanno.
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January 25, 2014
Though I found the Ryan Holiday’s Growth Hacker thought provoking and had several good ideas in it, I also found it frustrating.
My point of frustration may not really be Mr. Holiday fault, but just the same it was my main point of contention with the book. I have spent my career with multiple Business-to-Business (B2B) product companies. In most of these companies the product was complicated and had many parts and aspects to it (including software and hardware components).
Though clearly there are several points made in this book that directly apply to this type of B2B industry, it talks about the world of marketing and business like B2B does not exist. No examples in the book relate to a B2B case. The book never even acknowledges the existence of such a market, but instead implies that the “secrets” disclosed in the book should apply to all. I appreciate that the author may have no experience with B2B. Also, even if the author did have B2B experience writing about the topic might be nauseating for 99% of his readers. Talking about how to market a sewer pump station is not as interesting to the masse as the story of how Hotmail go started.
My pet peeve is when people read a book like this often act like they have had a god like transformation as it relates how to market every product in the world (including the B2B case). You ask them what they learned and they talk about the power of Internet marketing and how Dropbox exploded after giving away storage space to people who encouraged their friends to try Dropbox. You then ask how can we apply that to our B2B business and have no idea (I will acknowledge that the exercise of trying to apply these examples to the B2B case can be a positive one, but there are clear differences in the consumers as well). You ask them how what they learned can be applied to B2B business, and you are met with chirping sounds).
Maybe the best way to explain what I personally got out of the book (form my admittedly myopic B2B perspective) is for me to explain how I perceive the differences between B2B vs consumer marketing as it relates to the topics of this book.
B2B DIFFERENCES
1. Typically the customer not spending their own money.
2. Buyers often influenced by direct contact with sellers company staff, who may spend months (or years) developing a relationship with the buyer and assisting them in their search for the best product solution for their organization.
3. Very little (or no) cool factor when making purchase decision.
4. Cost of ownership may be more important than initial upfront price.
5. “Keeping my job” is a significant factor in purchase. Avoiding buying wrong product is a very big deal, because a mistake could lead to loss of employment. This risk avoidance may lead to buying the most established brand or product (as the old saying goes “no one was ever fired for buying IBM”).
6. Price points may be very high.
7. Possible that the product is a system and thus cannot be bought online.
8. Complicated products can be tricky to compare.
9. Normally a very small target audience. You do not have to find the right company or organization to sell to, but the correct department and maybe even the right person in that department. Thus the big challenge is not identifying the correct customer company’s, but find the consumer inside though companies. To proactively find the “right” person often takes old fashion detective work by a sales person. Using the Internet for this small group to find you can be very tricky (unless you can find a common place all these “right” people hang out online).
10. The narrowness of the target group can make finding the correct and common Ad words difficult (however if you can find the right common word, then they are likely to be relatively in-expensive on a per click basis by the very nature that they are rare).
11. For the more complicated products, the consumer may be willing to spend a great deal of time researching the best product to purchase (possible months or more). The consumer can justify this investment in research because they are being paid to do this research by their employer. This can lead to a situation where the buyer or consumer will become aware of your company or brand from their own research, but not that likely that it will result in your closing the sale.
12. Normally the buyers associate buying process as “work” vs “play”, so less likely interesting in reading or bumping into information about your products on a lazy Saturday morning Internet surfing session.
SIMILARTIES
1. The Growth Hacker suggestion to not rely on old and tired marketing approaches certainly applies to B2B (however this is really just a generality).
2. Buyers are influenced by like buyers. Thus leveraging industry groups using techniques from this book do directly apply.
3. Positioning your company as the “expert” on the product area can be advantageous. Using the some of the Growth Hacker “thinking” on this point does apply.
4. High quality blogging, webinars and information write ups can all help position your company as the expert on the topic. Of course using the Internet in this position endeavor is often the best approach.
5. The buyers are sophisticated and may hate being “pitched” (especially when they start reading your information thinking they are going to learn something, but instead find a sappy marketing story about how great the sellers company and product are. Thus a “hack” marketing write up can have the opposite to the intended impact.
6. Since many of the customers are experts in the field of your product, it makes creating informative pieces more difficult. Writing about the benefits of your new tennis racket is going to be much easier to explain why your new hydraulic valve will save you money over ten years as compared with the other vales on the market.
7. Often due to the complexity of the product and your desire to educate the educated you can fall into writing at a level that assumes your readers (or listeners) know more than they do. However, there are always new comers in the buyers organizations, so you have to always create some kind of lead or defining a basis for your write up (not to leave all newbies in the dark). When you ask high technical people in the seller company to write such pieces, they can often fall into a lot of jargon that loses most readers.
8. Do to conflicting nature of having to write about complex products but use simple clean English, it if often a significant challenge to find a single individual who has all the skills required accomplish these tasks. A pure “writer” or marketing person with little product background often simply do not have enough knowledge to and have them pull off a quality write-up, blog or webinar. You end up having to using your best people (likely engineers or product managers) who happen to also be solid writer to do this work. The problem with this approach is the opportunity cost of their time dedicated to such projects is likely very high expensive. Using the approach of a professional writer interviewing or working with one of these experts to create the piece sounds good in theory, but in reality the expert will tell you that 9 times out of 10, they spend more time helping the writer and re-writing the document then they would have if they just wrote it their self (so using the writer as an editor may make more sense, but still expensive).
9. As described in the book, using old expensive marketing methods can be very ineffective (and at the very least with no clear way to measure results it is hard to know if there is a good return on the investment or not).
Most B2B marketing of complex products includes a relationship between the two parties that may have taken years to build. Though this can apply to certain consumer purchases (maybe your local car dealer) it often does not. The important nuance along with the narrow and relatively small target audience for many B2B companies make books like the Growth Hacker miss the mark for people looking for help with the B2B business plans. As I started at the start of my comments (rant), my issues with this book are not so much general content, but about the sweeping generalizations that imply their words apply to all business (when they do not).
My point of frustration may not really be Mr. Holiday fault, but just the same it was my main point of contention with the book. I have spent my career with multiple Business-to-Business (B2B) product companies. In most of these companies the product was complicated and had many parts and aspects to it (including software and hardware components).
Though clearly there are several points made in this book that directly apply to this type of B2B industry, it talks about the world of marketing and business like B2B does not exist. No examples in the book relate to a B2B case. The book never even acknowledges the existence of such a market, but instead implies that the “secrets” disclosed in the book should apply to all. I appreciate that the author may have no experience with B2B. Also, even if the author did have B2B experience writing about the topic might be nauseating for 99% of his readers. Talking about how to market a sewer pump station is not as interesting to the masse as the story of how Hotmail go started.
My pet peeve is when people read a book like this often act like they have had a god like transformation as it relates how to market every product in the world (including the B2B case). You ask them what they learned and they talk about the power of Internet marketing and how Dropbox exploded after giving away storage space to people who encouraged their friends to try Dropbox. You then ask how can we apply that to our B2B business and have no idea (I will acknowledge that the exercise of trying to apply these examples to the B2B case can be a positive one, but there are clear differences in the consumers as well). You ask them how what they learned can be applied to B2B business, and you are met with chirping sounds).
Maybe the best way to explain what I personally got out of the book (form my admittedly myopic B2B perspective) is for me to explain how I perceive the differences between B2B vs consumer marketing as it relates to the topics of this book.
B2B DIFFERENCES
1. Typically the customer not spending their own money.
2. Buyers often influenced by direct contact with sellers company staff, who may spend months (or years) developing a relationship with the buyer and assisting them in their search for the best product solution for their organization.
3. Very little (or no) cool factor when making purchase decision.
4. Cost of ownership may be more important than initial upfront price.
5. “Keeping my job” is a significant factor in purchase. Avoiding buying wrong product is a very big deal, because a mistake could lead to loss of employment. This risk avoidance may lead to buying the most established brand or product (as the old saying goes “no one was ever fired for buying IBM”).
6. Price points may be very high.
7. Possible that the product is a system and thus cannot be bought online.
8. Complicated products can be tricky to compare.
9. Normally a very small target audience. You do not have to find the right company or organization to sell to, but the correct department and maybe even the right person in that department. Thus the big challenge is not identifying the correct customer company’s, but find the consumer inside though companies. To proactively find the “right” person often takes old fashion detective work by a sales person. Using the Internet for this small group to find you can be very tricky (unless you can find a common place all these “right” people hang out online).
10. The narrowness of the target group can make finding the correct and common Ad words difficult (however if you can find the right common word, then they are likely to be relatively in-expensive on a per click basis by the very nature that they are rare).
11. For the more complicated products, the consumer may be willing to spend a great deal of time researching the best product to purchase (possible months or more). The consumer can justify this investment in research because they are being paid to do this research by their employer. This can lead to a situation where the buyer or consumer will become aware of your company or brand from their own research, but not that likely that it will result in your closing the sale.
12. Normally the buyers associate buying process as “work” vs “play”, so less likely interesting in reading or bumping into information about your products on a lazy Saturday morning Internet surfing session.
SIMILARTIES
1. The Growth Hacker suggestion to not rely on old and tired marketing approaches certainly applies to B2B (however this is really just a generality).
2. Buyers are influenced by like buyers. Thus leveraging industry groups using techniques from this book do directly apply.
3. Positioning your company as the “expert” on the product area can be advantageous. Using the some of the Growth Hacker “thinking” on this point does apply.
4. High quality blogging, webinars and information write ups can all help position your company as the expert on the topic. Of course using the Internet in this position endeavor is often the best approach.
5. The buyers are sophisticated and may hate being “pitched” (especially when they start reading your information thinking they are going to learn something, but instead find a sappy marketing story about how great the sellers company and product are. Thus a “hack” marketing write up can have the opposite to the intended impact.
6. Since many of the customers are experts in the field of your product, it makes creating informative pieces more difficult. Writing about the benefits of your new tennis racket is going to be much easier to explain why your new hydraulic valve will save you money over ten years as compared with the other vales on the market.
7. Often due to the complexity of the product and your desire to educate the educated you can fall into writing at a level that assumes your readers (or listeners) know more than they do. However, there are always new comers in the buyers organizations, so you have to always create some kind of lead or defining a basis for your write up (not to leave all newbies in the dark). When you ask high technical people in the seller company to write such pieces, they can often fall into a lot of jargon that loses most readers.
8. Do to conflicting nature of having to write about complex products but use simple clean English, it if often a significant challenge to find a single individual who has all the skills required accomplish these tasks. A pure “writer” or marketing person with little product background often simply do not have enough knowledge to and have them pull off a quality write-up, blog or webinar. You end up having to using your best people (likely engineers or product managers) who happen to also be solid writer to do this work. The problem with this approach is the opportunity cost of their time dedicated to such projects is likely very high expensive. Using the approach of a professional writer interviewing or working with one of these experts to create the piece sounds good in theory, but in reality the expert will tell you that 9 times out of 10, they spend more time helping the writer and re-writing the document then they would have if they just wrote it their self (so using the writer as an editor may make more sense, but still expensive).
9. As described in the book, using old expensive marketing methods can be very ineffective (and at the very least with no clear way to measure results it is hard to know if there is a good return on the investment or not).
Most B2B marketing of complex products includes a relationship between the two parties that may have taken years to build. Though this can apply to certain consumer purchases (maybe your local car dealer) it often does not. The important nuance along with the narrow and relatively small target audience for many B2B companies make books like the Growth Hacker miss the mark for people looking for help with the B2B business plans. As I started at the start of my comments (rant), my issues with this book are not so much general content, but about the sweeping generalizations that imply their words apply to all business (when they do not).
July 25, 2017
This book came off as a collection of self-promotional blog posts. About 1/3 of the book is spent trying to justify its own existence by talking up how you can forget everything you knew about traditional marketing. Where "traditional marketing" seems to consist mainly of running billboard or TV spots with expensive celebrities. The book's narrow-minded view of marketing really discredits what "non-growth hackers" actually do, while nebulously outlining what growth hackers actually do.
A positive here is the book can serve as a collection of examples of what "hacks" other big name web app companies have done to boost subscriber growth. Unfortunately not much insight was attached and the examples were mainly informational, rather than illustrative of some underlying principles.
I hate to be this harsh, but it really did feel like a hastily put together work to capitalize on the recent buzz around "growth hacking".
A positive here is the book can serve as a collection of examples of what "hacks" other big name web app companies have done to boost subscriber growth. Unfortunately not much insight was attached and the examples were mainly informational, rather than illustrative of some underlying principles.
I hate to be this harsh, but it really did feel like a hastily put together work to capitalize on the recent buzz around "growth hacking".
May 26, 2014
I figured I’d read the cannon on Holiday so this was next. If you don’t know what “growth hacking” means, this is a good intro. But if you do, this is a waste of time.
December 28, 2015
The book is fine for a complete beginner. But it's quite at rookie level.
March 10, 2016
Fantasy overview of what Growth hacking is, and how to apply it to your company. Dives into quick examples of how some of the top companies today applied growth hacker marketing tactics to their business.
Points from the book:
1.) Growth Hacking
Marketing isn't something you do at the end of a product, it's intertwined in all aspects of the creative process (design, engineering, business strategy). The days of taking the "hollywood" approach to marketing ( launching event, billboards, super bowl ad) is over, now large audiences can be reached through creative tactics that can be measured.
2.) Product Market Fit
The days of taking intrinsic guesses around "what the customer/audience wants" is over. Now you can launch an idea/Minimum viable product (MVP) and pivot based on customer feedback & data till you reach a viable "PMF".
Company example given in the book "Airbnb".
3.) Finding your Growth Hack
"You can't expect people to come to you; you have pull them in"
Growth hacking is pulling customers in and you don't need the front page of NYT for that. Examine your market, and create tactics to pull them in based on their interests & needs. Examples given "Dropbox" free space once you watch the intro video and share on facebook with your friends, or Uber offering free rides at SXSW (it's target demo)
4.) Going Viral
Virality is achievable. "Once you have decided that you will not be paying to get in front of every potential customer (via paid advertisements or publicity), then you've accepted you must reach them some other way."
If you want customers to share your "product" you need to give them a reason. You can't hope someone shares a boring product demo, or brand video that has nothing to do with them. If it's a video, is it inspiring?, moving?, directed at a specific audience?
Example company given "Groupon"+ "Living Social", they offered an incentives when you refer a friend, which in turn cause the viral factor.
5.)Retention and Optimization
Your site can always be updated. There is always something to improve. Be like Twitter or Facebook, not like Myspace that stopped iterating (they died).
Work on improving the flow. Track customer clicks, find pain points/bottle necks, review metrics and iterate till you see improvement in conversion, and lower bounce rates.
Also if you have an email list of people who have been to your site, but haven't converted yet. Find ways to pull them back in, and convert. "The probability of selling to an existing customer is 60 to 70 percent, while to a new prospect it's just 5 to 20 percent"...
"Retention trumps acquisition"
Points from the book:
1.) Growth Hacking
Marketing isn't something you do at the end of a product, it's intertwined in all aspects of the creative process (design, engineering, business strategy). The days of taking the "hollywood" approach to marketing ( launching event, billboards, super bowl ad) is over, now large audiences can be reached through creative tactics that can be measured.
2.) Product Market Fit
The days of taking intrinsic guesses around "what the customer/audience wants" is over. Now you can launch an idea/Minimum viable product (MVP) and pivot based on customer feedback & data till you reach a viable "PMF".
Company example given in the book "Airbnb".
3.) Finding your Growth Hack
"You can't expect people to come to you; you have pull them in"
Growth hacking is pulling customers in and you don't need the front page of NYT for that. Examine your market, and create tactics to pull them in based on their interests & needs. Examples given "Dropbox" free space once you watch the intro video and share on facebook with your friends, or Uber offering free rides at SXSW (it's target demo)
4.) Going Viral
Virality is achievable. "Once you have decided that you will not be paying to get in front of every potential customer (via paid advertisements or publicity), then you've accepted you must reach them some other way."
If you want customers to share your "product" you need to give them a reason. You can't hope someone shares a boring product demo, or brand video that has nothing to do with them. If it's a video, is it inspiring?, moving?, directed at a specific audience?
Example company given "Groupon"+ "Living Social", they offered an incentives when you refer a friend, which in turn cause the viral factor.
5.)Retention and Optimization
Your site can always be updated. There is always something to improve. Be like Twitter or Facebook, not like Myspace that stopped iterating (they died).
Work on improving the flow. Track customer clicks, find pain points/bottle necks, review metrics and iterate till you see improvement in conversion, and lower bounce rates.
Also if you have an email list of people who have been to your site, but haven't converted yet. Find ways to pull them back in, and convert. "The probability of selling to an existing customer is 60 to 70 percent, while to a new prospect it's just 5 to 20 percent"...
"Retention trumps acquisition"
January 30, 2019
~ Basic and vague, yet still relevant. ~
At 56 pages, the ebook is worth the minimal time investment. This was my 4th Ryan Holiday book, and I'm a big fan, although Perennial Seller and Trust Me, I'm Lying: Confessions of a Media Manipulator were better.
“Marketing, too many people forget, is not an end unto itself. It is simply getting customers. And by the transitive property, anything that gets customers is marketing.”
"Growth-hacking is more of a mindset than a tool kit."
tl;dr:
Marketing is a slippery fish that is constantly evolving. Try to keep up, or get left behind.
At 56 pages, the ebook is worth the minimal time investment. This was my 4th Ryan Holiday book, and I'm a big fan, although Perennial Seller and Trust Me, I'm Lying: Confessions of a Media Manipulator were better.
“Marketing, too many people forget, is not an end unto itself. It is simply getting customers. And by the transitive property, anything that gets customers is marketing.”
"Growth-hacking is more of a mindset than a tool kit."
tl;dr:
Marketing is a slippery fish that is constantly evolving. Try to keep up, or get left behind.
September 19, 2016
Chưa bao giờ đọc cái gì về growth hacking cả mặc dù đã nghe và nhìn thấy từ này rất nhiều lần và đã muốn tìm hiểu từ lâu. Chỉ biết growth hacking là cái gì đó liên quan đến startup. Xong tình cờ thấy cuốn này bìa bắt mắt lại liên quan tới marketing nên đọc thử. Cuốn này viết dễ hiểu và là một sự khởi đầu tốt với người mới làm quen như mình.
Tác giả nhắc nhiều lần trong cuốn sách rằng đây không phải cuốn sách dạy cách làm mà là cuốn sách để thay đổi mindset của những người làm marketing truyền thống. Mindset mà cuốn sách nhắc tới chính là "growth hacker marketing", có thể hiểu là những cách marketing sáng tạo và tiết kiệm, gắn liền với sản phẩm, khi có một sản phẩm phù hợp với thị trường (product-market fit)
Vậy growth hacker marketing gồm những bước thế nào?
Bước 1: Xây dựng sản phẩm thật tốt bằng cách test và sửa đổi sản phẩm nhiều lần cho tới khi nó thật sự phù hợp với một nhóm khách hàng nhất định, tiếng anh gọi là "achieve product-market fit". Quan điểm của cuốn sách là mọi hoạt động marketing đều là vô nghĩa khi chưa có product-market fit.
Bước 2: Xác định nhóm đối tượng để growth-hack, luôn là nhóm "early adopters", những người quan tâm đến sản phẩm mới và không tiếc tiền cho việc thử dùng những sản phẩm này. Nhóm này sau đó sẽ giúp công ty spread sản phẩm.
Bước 3: Nghĩ ra các hoạt động sáng tạo để tạo viral cho sản phẩm. Bước này thì vô cùng, nhưng có một vài ví dụ về hotmail, dropbox, mailbox, gmail khá hay.
Bước 4: Duy trì mối quan hệ với khách hàng để khách hàng quay lại sử dụng sản phẩm nhiều hơn.
Cơ bản là vậy, đoạn cuối sách có rất nhiều gợi ý và các sách và blog để người đọc tìm hiểu thêm.
---
Một vài ghi chép khác:
-- Quy trình product-market fit và marketing ở sách này khác với một số sách khác mình đã đọc. Ở các sách khách thì đã market các sản phẩm tới nhóm innovators và early adopters từ lúc sản phẩm còn chưa hoàn thiện. Sách này thì nói là phải hoàn thiện đã xong mới market, tuy nhiên để hoàn thiện thì phải có users, vậy nhóm users này là ai? Đây là điểm thiếu logic của cuốn sách.
-- Các ví dụ khá ít, quanh đi quẩn lại chỉ có hotmail, mailbox, gmail, dropbox. Và các tactics của công ty này chỉ là thêm các cách để người dùng hiện tại giới thiệu cho người dùng khác hoặc tạo sự thèm muốn chờ đợi.
VD:
*** gmail hồi xưa có invite only
*** waiting list của mailbox
*** p.s. message ở cuối tất cả các thư gửi qua hotmail, hoặc cách iphone ipad để chữ ký tự động là 'sent from my ipad'.
*** dropbox thì tặng mb cho người dùng.
Tuy ít nhưng thật ra mình thấy ví dụ cũng khá hay, mình có thể học hỏi.
Tác giả nhắc nhiều lần trong cuốn sách rằng đây không phải cuốn sách dạy cách làm mà là cuốn sách để thay đổi mindset của những người làm marketing truyền thống. Mindset mà cuốn sách nhắc tới chính là "growth hacker marketing", có thể hiểu là những cách marketing sáng tạo và tiết kiệm, gắn liền với sản phẩm, khi có một sản phẩm phù hợp với thị trường (product-market fit)
Vậy growth hacker marketing gồm những bước thế nào?
Bước 1: Xây dựng sản phẩm thật tốt bằng cách test và sửa đổi sản phẩm nhiều lần cho tới khi nó thật sự phù hợp với một nhóm khách hàng nhất định, tiếng anh gọi là "achieve product-market fit". Quan điểm của cuốn sách là mọi hoạt động marketing đều là vô nghĩa khi chưa có product-market fit.
Bước 2: Xác định nhóm đối tượng để growth-hack, luôn là nhóm "early adopters", những người quan tâm đến sản phẩm mới và không tiếc tiền cho việc thử dùng những sản phẩm này. Nhóm này sau đó sẽ giúp công ty spread sản phẩm.
Bước 3: Nghĩ ra các hoạt động sáng tạo để tạo viral cho sản phẩm. Bước này thì vô cùng, nhưng có một vài ví dụ về hotmail, dropbox, mailbox, gmail khá hay.
Bước 4: Duy trì mối quan hệ với khách hàng để khách hàng quay lại sử dụng sản phẩm nhiều hơn.
Cơ bản là vậy, đoạn cuối sách có rất nhiều gợi ý và các sách và blog để người đọc tìm hiểu thêm.
---
Một vài ghi chép khác:
-- Quy trình product-market fit và marketing ở sách này khác với một số sách khác mình đã đọc. Ở các sách khách thì đã market các sản phẩm tới nhóm innovators và early adopters từ lúc sản phẩm còn chưa hoàn thiện. Sách này thì nói là phải hoàn thiện đã xong mới market, tuy nhiên để hoàn thiện thì phải có users, vậy nhóm users này là ai? Đây là điểm thiếu logic của cuốn sách.
-- Các ví dụ khá ít, quanh đi quẩn lại chỉ có hotmail, mailbox, gmail, dropbox. Và các tactics của công ty này chỉ là thêm các cách để người dùng hiện tại giới thiệu cho người dùng khác hoặc tạo sự thèm muốn chờ đợi.
VD:
*** gmail hồi xưa có invite only
*** waiting list của mailbox
*** p.s. message ở cuối tất cả các thư gửi qua hotmail, hoặc cách iphone ipad để chữ ký tự động là 'sent from my ipad'.
*** dropbox thì tặng mb cho người dùng.
Tuy ít nhưng thật ra mình thấy ví dụ cũng khá hay, mình có thể học hỏi.
October 10, 2014
As a blogger and early Digg superuser I've had a ringside seat to many growth hacking campaigns and I've even done a bit of growth hacking myself but... the problem with growth hacking is there are countless hacks and a myriad of strategies but little has ever been done to connect the dots. Some books have enumerated some of these strategies and others have focused on individual pieces of the growth puzzle but each makes growth hacking appear chaotic and disorganized. The truth is that growth hackers do thrive in chaos but, on a personal level, growth hackers (at least the ones I've met) are all masters of organization, systems and discipline. Ryan explores this dichotomy but, more importantly, he effectively distills the important lessons in a clear and concise manner. This book should be required reading for every marketing student and MBA but is essential, MUST READ, material for every entrepreneur, bootstrapper and creative genius. - John Konrad, Author of Fire on the Horizon: The Untold Story of the Gulf Oil Disaster.
October 5, 2018
Book Review in 5 sentences-
1. First step.
Figuring out what people really want from your product.
Because, even if your prototypes are bug-free and flawless, they'll fail if there's no actual demand for them.
2. Don't target everybody.
Target early adopters, or those eager to try new things.
Since most people won't become customers, it would be a massive waste of time and resources to try to reach them.
3. Retain your customers.
Be oriented toward customer retention.
Centre your marketing efforts around it.
You'll have to find the right metric to measure performance.
4. Reward adoption.
Reward your users for learning how to use your product.
If your product is not easy to use or easy to adopt, you'll frustrate your customers and eventually lose them.
5. Activate your audience.
Find ways to make your product worth sharing.
And don't forget to encourage sharing.
For more reviews,visit- dipanshurawal.com/books
1. First step.
Figuring out what people really want from your product.
Because, even if your prototypes are bug-free and flawless, they'll fail if there's no actual demand for them.
2. Don't target everybody.
Target early adopters, or those eager to try new things.
Since most people won't become customers, it would be a massive waste of time and resources to try to reach them.
3. Retain your customers.
Be oriented toward customer retention.
Centre your marketing efforts around it.
You'll have to find the right metric to measure performance.
4. Reward adoption.
Reward your users for learning how to use your product.
If your product is not easy to use or easy to adopt, you'll frustrate your customers and eventually lose them.
5. Activate your audience.
Find ways to make your product worth sharing.
And don't forget to encourage sharing.
For more reviews,visit- dipanshurawal.com/books
April 5, 2015
فيسبوك وزينغا وغروبون وبينترست وغووغل ما دفعو ولا دولار للماركيتينغ. Growth Hacking عبارة عن 4 خطوات لازم تنعمل لأنو الماركيتينغ الحالي يلي عرفناه حالياً عم ينقرض ورح ياخد كل يلي عم يستعملوه متل التلفزيون واللوحات الإعلانية والجرايد والراديو. أول الكتاب حسيت هالشي مُبالغ فيه وهالطريقة بس بتنطبق عالمشاريع الأونلاين. بس وقت يحكي الكاتب أمثلة عن مشاريع عأرض الواقع. ووقت يحكيلك كيف نفّذ الـ Growth Hacking عالكتاب يلي بين إيديك هلأ وعم تقرؤوه. بتعرف انو الكوكب صار مكان كبير للإبداع وتحقيق كتير أحلام إذا الواحد لعبها صح
الكاتب Ryan Holiday عمرو 29 سنة وواحد من عباقرة الماركيتينغ بالعالم. أحييك مستر رايان على بساطتك بالسرد والصراحة
الكاتب Ryan Holiday عمرو 29 سنة وواحد من عباقرة الماركيتينغ بالعالم. أحييك مستر رايان على بساطتك بالسرد والصراحة
May 11, 2022
เล่มไม่หนา อ่านง่าย ทำให้เข้าใจแก่นของ Growth Hacking ได้อย่างรวดเร็ว แต่ถ้าจะเอาไปใช้จริงต้องรู้จักประยุกต์ตามสถานการณ์พอสมควร เพราะตัวอย่างในหนังสือที่เคยใช้ได้ในอดีต อาจจะใช้ในปัจจุบันไม่ได้แล้ว
January 8, 2020
It's like a 50 page blog post. If you know nothing about growth, it may point you to some basic topics.
September 10, 2013
It's gotten to the point where I simply do not miss a word Ryan Holiday writes--whether it's a Tweet, a blog post, or certainly a new book. I would have never expected his latest--a brief, cheap ($2.99), e-book-only work--to be such a game changer...if not a life changer. Before reading this, I didn't know the term "growth hacker," but now I can't imagine ever doing business without it. I suppose I'd always innately knew I needed growth hacking within the marketing for my own novels, but this is the first book to truly crystallize those ideas in my mind. If you're a person who sells something, or has a message he wants spread, you'd be a fool to not devour this book. Written in Holiday's enjoyable, matter-of-fact style, you could have this book finished before lunchtime if you'd just quit wasting your time online reading Goodreads reviews.
June 30, 2017
Must-read position for traditional marketers and good compulsory read for start-up related people. The book presents the foundation, philosophy and key principles of growth hacking - the new way of attracting and maintaining clients in the long run. Few actionable tips, some great case studies. If you're looking for a book, which will tell you what to do, it's not the one. But if you're looking for a book, which will tell you how you should be thinking about marketing your product - go, run to the closest book store or order it on Amazon.
Also, full of very helpful positions and actionable URLs to blogs, conferences etc. which may boost your knowledge in the topic.
I strongly recommend it!
Also, full of very helpful positions and actionable URLs to blogs, conferences etc. which may boost your knowledge in the topic.
I strongly recommend it!
December 29, 2019
Inspiring, dar departe de a veni cu o revelație despre cum se fac campanii de succes (deși abundă de exemple faine de campanii și poziționări de brand). Aș include-o musai în bibliografia studenților de la Publicitate.
June 4, 2014
This books packs a real punch in 56 pages. It gives you everything you need to know to adopt a growth-hacking mindset, which is the way marketing will be done exclusively in the future.
January 29, 2021
Ryan Holiday is a genius in this space as his PR agency has brought millions of statistics to professionals and leaders from all sorts of backgrounds. Founder, aspiring entrepreneur, product manager, communications, artist, whoever.... You need to pick this up if you're serious about the growth of your emerging consumer business.
July 24, 2022
Knyga skatina rasti būdą verslo augimui be tradicinės rinkodaros ir reklamos. Na toks tarsi įvadas į growth hacking ir buvo idomu skaityti visus pavyzdžius kaip iškilo nemažai įmonių praktiškai nieko neinvestavę. Bet visa knyga iš esmės ir yra vien pavyzdžiai :) mažokai autoriaus indėlio ir kaip ir nieko neišmoksti, tik apie kitus sužinai, nors skaitės tikrai smagiai.
June 27, 2017
I'm sure this book was valuable in 2013 - It was a little too basic for me in 2017. Yep, data driven is essential. But, let's come up with some amazing strategies for how to build off just calling out data as important.
June 12, 2019
Ágæt, aðgengileg og fljótleg yfirferð en frekar yfirboðskennd. Góð fyrir forvitna og þá sem eru að koma sér af stað í faginu.
October 18, 2013
A growth hacker is a software or computer engineer leading another team of engineers for the purpose of marketing. The concept of a growth hacker (and the point of Ryan's book) is that 'coding and technical chops are now an essential part of being a great marketer' (from Andrew Chen who is referenced in the book).
This was an alarming proposition for author Ryan Holiday as he is no engineer but is rather the VP of marketing of a large corporation (in addition to marketing for other well known clients and being an author). The idea that you have to have technical chops to 'make it' in the future of marketing was scary for him...and fascinating.
I feel like this short e-book was informative yet only mildly interesting. The main idea here is that to grow your product you need to continuously analyze the data so that you can continuously evolve the brand to fit the customer's demands. In order to execute such a task you must have the data. Thus, "a growth hacker doesn't see marketing as something one does, but rather as something one builds into the product itself". Examples of growth hacking in use: Groupon offering $10 coupons if you forward the link to a friend who purchases a Groupon; data sites who offer more data bytes of storage if you refer friend. Hotmail was one of the earliest examples of group hacking as they grew their email business by embedding the phrase "PS: I love you. Get your free email at Hotmail" at the end of every Hotmail email sent out thus wildly expanding the brand to the tune of a $400 million sale to Microsoft a few years later.
Hence growth hacking is the vehicle for acquiring customers since users have to be pulled in (rather than bombarded with ads like traditional advertising). This is where the technical skills of programmers and engineers come into play because they are the ones who come up with the different concepts like using a website's API, figuring out how to share codes for the brand with other websites (a la Airbnb's engineers figuring out how to auto post the listings on Craigslist which was a no-no at the time), and even sharing data on sites like Bit Torrent to generate mass appeal ahead of a product launch.
The limitations of such ideas as discussed would be for more traditional brands, or brands that aren't purely digital or always even digitally pushed. I feel like a lot of these ideas Ryan wrote about have been discussed before in various platforms and he just brings them together. Nonetheless for a 50 page e-book it may at least be worth a quick browse to see what's happening in the Silicon Valley world of marketing.
This was an alarming proposition for author Ryan Holiday as he is no engineer but is rather the VP of marketing of a large corporation (in addition to marketing for other well known clients and being an author). The idea that you have to have technical chops to 'make it' in the future of marketing was scary for him...and fascinating.
I feel like this short e-book was informative yet only mildly interesting. The main idea here is that to grow your product you need to continuously analyze the data so that you can continuously evolve the brand to fit the customer's demands. In order to execute such a task you must have the data. Thus, "a growth hacker doesn't see marketing as something one does, but rather as something one builds into the product itself". Examples of growth hacking in use: Groupon offering $10 coupons if you forward the link to a friend who purchases a Groupon; data sites who offer more data bytes of storage if you refer friend. Hotmail was one of the earliest examples of group hacking as they grew their email business by embedding the phrase "PS: I love you. Get your free email at Hotmail" at the end of every Hotmail email sent out thus wildly expanding the brand to the tune of a $400 million sale to Microsoft a few years later.
Hence growth hacking is the vehicle for acquiring customers since users have to be pulled in (rather than bombarded with ads like traditional advertising). This is where the technical skills of programmers and engineers come into play because they are the ones who come up with the different concepts like using a website's API, figuring out how to share codes for the brand with other websites (a la Airbnb's engineers figuring out how to auto post the listings on Craigslist which was a no-no at the time), and even sharing data on sites like Bit Torrent to generate mass appeal ahead of a product launch.
The limitations of such ideas as discussed would be for more traditional brands, or brands that aren't purely digital or always even digitally pushed. I feel like a lot of these ideas Ryan wrote about have been discussed before in various platforms and he just brings them together. Nonetheless for a 50 page e-book it may at least be worth a quick browse to see what's happening in the Silicon Valley world of marketing.
August 24, 2017
I'm a complete and utter beginner. A total noob. I have no ratings, next to no followers, and no idea. All I have are some books I've written (a product) that I think are great, but are ill-suited to a traditional publishing market. I've spent my entire life in the medical sciences, from micro labs to emergency rooms, psych wards, residency...
I can't fill out my taxes without help, you think I'm going to effectively market and indie sci fi novel? Goodnight.
If you're like me, and I suspect some of you trolling Goodreads are, you're frustrated, pissed, tired, broke, and running out of time in your life to make an impact with whatever product you think you've got to make humanity's collective day better.
This book is not a how-to manual. Go to something more like "Your first 1000 copies" for that kind of work. This is a "Calm down and market on" memoiresque shoulder clap. Holiday basically takes all the self-defeatist things we've all said after our 100th Tweet has resulted in exactly 16 followers and says, "No. These other guys did it. Here's some of the reasons why they made it, and you're not. Now go change."
The most helpful chapter, to me, came at the end when he describes his own book launch scenario. While I felt that Holiday and his client definitely got to "move up to the red tee" on a lot of points, it provided me, a total and utter newbie, some conceptual framework to just start with. I've already made several philosophical changes to the way I approach my two small business, and in one of them, I'm seeing results. You guys make fun of the TV ad, celebrity and billboard throw out spiel? Yeah, my company was seriously considering all of those things and could've sank ourselves financially in them out of ignorance. Now I'm rolling down the interstate laughing at my main competitor as I rack up more new leads, more followers, more views, and more likes. Oh yeah, and more income.
Like I said, this is not a "How to" manual that's going to crack deep, dark secrets of how to make a million bucks tonight using Facebook, it's a "How to think" manual for people who have just suddenly been dumped into this career path, possibly mid-life, and need to do some neurological re-wiring.
It's simple, it's optimistic. Some us need that.
I can't fill out my taxes without help, you think I'm going to effectively market and indie sci fi novel? Goodnight.
If you're like me, and I suspect some of you trolling Goodreads are, you're frustrated, pissed, tired, broke, and running out of time in your life to make an impact with whatever product you think you've got to make humanity's collective day better.
This book is not a how-to manual. Go to something more like "Your first 1000 copies" for that kind of work. This is a "Calm down and market on" memoiresque shoulder clap. Holiday basically takes all the self-defeatist things we've all said after our 100th Tweet has resulted in exactly 16 followers and says, "No. These other guys did it. Here's some of the reasons why they made it, and you're not. Now go change."
The most helpful chapter, to me, came at the end when he describes his own book launch scenario. While I felt that Holiday and his client definitely got to "move up to the red tee" on a lot of points, it provided me, a total and utter newbie, some conceptual framework to just start with. I've already made several philosophical changes to the way I approach my two small business, and in one of them, I'm seeing results. You guys make fun of the TV ad, celebrity and billboard throw out spiel? Yeah, my company was seriously considering all of those things and could've sank ourselves financially in them out of ignorance. Now I'm rolling down the interstate laughing at my main competitor as I rack up more new leads, more followers, more views, and more likes. Oh yeah, and more income.
Like I said, this is not a "How to" manual that's going to crack deep, dark secrets of how to make a million bucks tonight using Facebook, it's a "How to think" manual for people who have just suddenly been dumped into this career path, possibly mid-life, and need to do some neurological re-wiring.
It's simple, it's optimistic. Some us need that.
September 5, 2022
A very short but useful book about new marketing rules, about sunset advertising on television and new ways of business promotion.
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Очень коротенькая но полезная книга про новые правила маркетинга, про закат рекламы по телевидению и новые пути продвижения бизнесса.
I read this book on Scribd by
Readlax Chrome Extension
-----------------------
Очень коротенькая но полезная книга про новые правила маркетинга, про закат рекламы по телевидению и новые пути продвижения бизнесса.
I read this book on Scribd by
Readlax Chrome Extension
August 19, 2018
Senos kartos rinkodarininkams bus labai naudinga. Mano atveju, daug kas jau buvo žinoma. Tačiau idėjù pasisėmiau, o nuo kai kuriù žiniù nupūčiau dulkes. Nebloga, greitai ir lengvai skaitoma, gerai sustrateguota ir parašyta aiškia, suprantama kalba. Labai patogu, kad yra terminù žodynėlis, kuris ne tik sausai paaiškina termino reikšmę, bet ir pateikia pavyzdžiú, ar išsamesnį paaiškinimà. Knyga ne stebuklas, tačiau tikrai Rekomenduočiau visiems, norinties išsigryninti internetinės rinkodaros ir marketingo žinias, susidėstyti viskà “į lentynėles”.
August 22, 2020
I figure the kind of business lingo discussed in books like these will be useful to know and use, even if I have no idea what any of it means. Even if I don't have a business I will be able to blend in at fancy cocktail parties where all the avante-garde tech and new wave marketing people hang out and make small talk while I steal the hors d’oeuvres. At the very least this book should help me get some free shrimp cocktails.
June 23, 2017
Concepts and ideas used to define the Growth Hacker Marketing in this book are just a mixture of well-known approaches as Inbound Marketing and Integrated Marketing. Contemporary Mkt has rapidly and profoundly evolved since the rise of technology. It's absolutely not foolish as it was described in this book.
December 12, 2024
...«методи працюють, якщо ви працюєте над ними»...
7 причин, чому варто прочитати книгу «Маркетинг майбутнього» про ґроуз-хакінг:
1. Оновлений підхід до маркетингу. Тут не про традиційні воронки продажів, а про віральні петлі залучення. Цікава стратегія маркетингу з прикладами від світових стартапів.
АЛЕ це не новий маркетинг, це лише одна з нових (а зараз вже звичних) стратегій.
2. Інструменти для масштабування.
Можна знайти цікаві практики та техніки для зростання і завоювання ринку, які вже використали провідні стартапи типу Твіттера, Фейсбука чи Дропбокса.
АЛЕ більшість бізнесів і так цим вже живуть, їм навпаки доводиться нагадувати й про традиційний маркетинг та PR.
3. Приклади з реального життя для стартаперів. Тут є кейси компаній, які змогли досягти масштабних результатів завдяки ґроуз-хакінгу.
АЛЕ цим прикладам багацько років.
4. Фокус на клієнта. У книзі є про те, як аналізувати поведінку споживачів, на які метрики звертати увагу та як використовувати ці дані для створення персоналізованих маркетингових кампаній.
АЛЕ це зараз і так всі кажуть.
5. Економія ресурсів. Ґроуз-хакінг спрямований на максимальну ефективність при мінімальних витратах (оце прям моє улюблене), що особливо актуально для малого бізнесу або стартапів.
АЛЕ роботи "ручками" передбачає достатньо.
6. Актуальність трендів. Книга відповідає сучасним викликам діджитал-епохи. Тут і про автоматизацію процесів (привіт, ШІ та вже готові продукти для маркетологів), аналітику даних і залучення клієнтів через цифрові канали.
АЛЕ це вже старий тренд, якщо читати у 2024. Хоча must read для тих, хто вперше чує про ґроуз-хакінг.
7. Інсайти для майбутнього. У книзі є прогнози та напрямки розвитку маркетингу.
АЛЕ (знову ж) у 2024 читати це вже якось... Трішки наче "це ж вже було".
Мій висновок: 8/10 для джунів у комунікаціях, маркетингу та PR.
Якщо ви ще не знаєте, чим відрізняється традиційний PR та маркетинг від ґроуз-хакінгу — раджу почитати. Це наче абетка.
З іншого боку, у книзі автор дає лінки на інші книги, тобто є шанс знайти й заглибитися в тему.
Обережно з "перекосами". Варто пам'ятати, що це лише один з методів, одна зі стратегій просування продукту, а не панацея.
7 причин, чому варто прочитати книгу «Маркетинг майбутнього» про ґроуз-хакінг:
1. Оновлений підхід до маркетингу. Тут не про традиційні воронки продажів, а про віральні петлі залучення. Цікава стратегія маркетингу з прикладами від світових стартапів.
АЛЕ це не новий маркетинг, це лише одна з нових (а зараз вже звичних) стратегій.
2. Інструменти для масштабування.
Можна знайти цікаві практики та техніки для зростання і завоювання ринку, які вже використали провідні стартапи типу Твіттера, Фейсбука чи Дропбокса.
АЛЕ більшість бізнесів і так цим вже живуть, їм навпаки доводиться нагадувати й про традиційний маркетинг та PR.
3. Приклади з реального життя для стартаперів. Тут є кейси компаній, які змогли досягти масштабних результатів завдяки ґроуз-хакінгу.
АЛЕ цим прикладам багацько років.
4. Фокус на клієнта. У книзі є про те, як аналізувати поведінку споживачів, на які метрики звертати увагу та як використовувати ці дані для створення персоналізованих маркетингових кампаній.
АЛЕ це зараз і так всі кажуть.
5. Економія ресурсів. Ґроуз-хакінг спрямований на максимальну ефективність при мінімальних витратах (оце прям моє улюблене), що особливо актуально для малого бізнесу або стартапів.
АЛЕ роботи "ручками" передбачає достатньо.
6. Актуальність трендів. Книга відповідає сучасним викликам діджитал-епохи. Тут і про автоматизацію процесів (привіт, ШІ та вже готові продукти для маркетологів), аналітику даних і залучення клієнтів через цифрові канали.
АЛЕ це вже старий тренд, якщо читати у 2024. Хоча must read для тих, хто вперше чує про ґроуз-хакінг.
7. Інсайти для майбутнього. У книзі є прогнози та напрямки розвитку маркетингу.
АЛЕ (знову ж) у 2024 читати це вже якось... Трішки наче "це ж вже було".
Мій висновок: 8/10 для джунів у комунікаціях, маркетингу та PR.
Якщо ви ще не знаєте, чим відрізняється традиційний PR та маркетинг від ґроуз-хакінгу — раджу почитати. Це наче абетка.
З іншого боку, у книзі автор дає лінки на інші книги, тобто є шанс знайти й заглибитися в тему.
Обережно з "перекосами". Варто пам'ятати, що це лише один з методів, одна зі стратегій просування продукту, а не панацея.
November 3, 2020
Traditional marketing no longer applies to the informational era. New startups come from behind with new ways of thinking and new marketing techniques that revolutionize everything we knew about advertising by now. From concepts like product-market fit, product recommendation and viral coefficients, this book will forever change the way you look at advertising and launching a business or product.
I recommend this book not only for marketing specialists but also for anyone who wants to start a business because it will force them to turn them into real growth hackers.
I recommend this book not only for marketing specialists but also for anyone who wants to start a business because it will force them to turn them into real growth hackers.
January 20, 2018
A nice introduction about "growth hackers". The book is stuffed with numerous tactics used by top companies for the marketing, which obviously I loved.
Who should read this book?
If you want to know about growth hacking or you are just someone who wants to read about marketing.
Who should read this book?
If you want to know about growth hacking or you are just someone who wants to read about marketing.
August 29, 2018
Es un libro muy interesante y útil para cualquiera que esté emprendiendo o como parte de un equipo de mercadotecnia. Habla desde la experiencia y ofrece muchos recursos para seguir aprendiendo y poner en práctica.
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