Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising

to demonstrate that continual optimization of a product is better than trying to market a “finished” good or service …
Traditional marketing methods that were set in stone have been forever altered by the internet and the digitization of information. A new breed of market-savvy coders have brought about the prominence of growth hacking: low-cost marketing strategies used by technology companies that focus on website analytics and viral marketing. In Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, author Ryan Holiday outlines the rise of growth hacking, and details how the practice has brought success to firms such as AirBnB and Facebook. Rather than dwelling on technical aspects of the process, Holiday seeks to inform novice marketers and top executives alike about the merits of growth hacking. Upon completion of the book, Holiday ultimately hopes readers dispense of the “traditional playbook of traditional marketing” by trusting in the “testable, trackable, and scalable” reliability of growth hacking.Never hard to understand or mundane, Growth Hacker quickly delves into the mindset and practices of top Silicon Valley growth hackers. Product Market Fit (PMF), the strategy of improving a minimally viable product based on user feedback, is the first step of growth hacking analyzed by Holiday. Whereas traditional marketers often operate under the mindset that “you go to market with the product you have, not the one you want,” Holiday rebuffs this notion by asserting that entire business models should be altered if demand calls for it. To illustrate his argument, Holiday outlines the history of Instagram. Once a location-based social networking site called Burnb, Instagram discarded their original business model upon realization that a vast majority of users flocked solely to the picture-sharing application. Within eighteen months, the reorganized Instagram sold for $1 billion to Facebook. Holiday uses the example of Instagram, a company that’s likely known to Growth Hacker readers, to demonstrate that continual optimization of a product is better than trying to market a “finished” good or service that nobody wants.Next, Holiday turns readers’ attention to the second and most important step of the process: finding a growth hack. Rather than spending money on television and magazine ads, Holiday argues that startups focus on building “immensely loyal and passionate users” to spread their products free of charge. When comparing user growth and brand awareness, Holiday asks readers to consider this question: “Which is easier to track, define, and grow? Which of these is real, and which is simply an idea?”The final steps of the strategy outlined in Growth Hacker involve going viral and retaining demand for a product; a process that’s easier said than done. In these sections, Holiday discusses individual growth hacking techniques, along with the need to continually optimize products as user tastes change. Using the example of the successful referral system used by Dropbox, a popular file hosting service, Holiday shows readers that virality doesn’t often occur by accident. Only after trial and error was Dropbox able to find a growth hack, its referral system, that now generates 35% of new customers for the company. This clearly shows readers that while it’s possible for fluke virality to occur, it’s far more likely that viral content will be produced at the hands of a software engineer. Holiday also takes time in this section to outline the relativity of growth hacking metrics. The author emphasizes that raw user data doesn’t always tell the entire story. According to Holiday, growth hackers should pay similarly close attention to the satisfaction of customers, and avoid marketing strategies that end up harming core users.One of Growth Hacker’s greatest strengths is that it’s a quick and easy read. The book is light on technobabble, which is a credit to Holiday given the complexities of growth hacking. While the author supports his views with numerous examples of growth hacking successes, some critics will argue that technology valuations are excessive. Without long-term monetizing prospects, many will say that user growth is meaningless. When Yahoo purchased web hosting service GeoCities for $3.7 billion at the height of the dot-com bubble, the website was the third most visited on the internet. Ten years later, Yahoo shut the service down after a dismal failure to make money on early user growth. Examples like GeoCities will cause some detractors to stay rooted in their methods, but I think Holiday does enough to convince readers that data-driven analytics is superior to vague notions of brand identity. What’s more, I appreciate how Holiday gets straight to the point in Growth Hacker. There are books that are twice as long containing half as much useful content. Without deviating for comedic effect of unrelated stories, Holiday provides the facts about growth hacking and nothing more. With that said, as the title suggests, the book is intended to be a primer on growth hacking, not a definitive source of knowledge on the topic. Readers seeking a more technical guide to the process should look elsewhere. If, however, your looking for a basic understanding of how to think like a growth hacker, Holiday’s book is the best place to start.

Very good, but very short
So this book is a great perspective on how marketing has changed with the advent of computer technology and gives many great examples and viewpoints on how to take advantage of the latest analytic data to really market efficiently at low cost. I read this book in under an hour and finished it and could feel how it can affect me to look at my marketing strategy differently.That being said, like I just said I finished it in UNDER AN HOUR. It read more like a lengthy article than a book, and while I got great value from it it isn’t something you refer back to after you read it either. This book is more a very broad explanation of approach to growth marketing and then specific examples with products like Dropbox or Instagram. You will be glad you read this book, but for me after I finished reading it I was left with the impression that anyone who was researching Growth Hacker on their own could have access to all the information here. That being said, it was a good and cheap guide in the right direction and am still happy that I bought it. It’s just up to you to decide if you think it’s worth it to buy an almost $10 informative article.

Ce livre m’a permis de manière pragmatique à avancer sur mon marketing

Amazing de fiction of the field and job. Takes the marketing concept to the future of it, if it can be called that way.