Growth hacking: Defining a digital marketing buzzword

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Herttua, Timo
dc.date.accessioned 2016-06-14T06:01:09Z
dc.date.available 2016-06-14T06:01:09Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/20762
dc.description.abstract Modern marketers have a need for either more cost-effective ways of deploying existing budgets, or even an explicit need to perform marketing activities without any monetary budget whatsoever. Corporations are facing intense competition and need to take advantage of all opportunities provided for them by the use novel approaches to marketing, including the likes of social media and viral marketing. In a July 2010 blog post, a Silicon Valley startup marketing consultant, Sean Ellis, presented a new job title: a "growth hacker" to respond to startups' need for cost effective customer acquisition and management of growth-related activities. In this blog post he proposed that a growth hacker should be a replacement for hiring a more traditional "VP Marketing" role in an early-stage startup. Stripping away many of the requirements one would have for a senior marketing role, and only keeping the ones that have a direct link to growth, would make such a person much easier to find and more affordable to hire. "Growth hacking" has since become a popular term in the Silicon Valley startup scene, and beyond. So popular, in fact, that the startup press has called it "A Buzzword Surrounded by Buzzwords". Even so, since the term is widely used, it might be useful to understand what it means, and what kind of skills and experience companies are looking for when they are hiring for growth hackers - both from the perspective of recruiters and individual professional development. This Master's Thesis aims to explore the different viewpoints about growth hacking, first by contrasting the articles about growth hacking with academic literature on marketing measurement, new products development (NPD) and viral marketing; second by contrasting this theory to marketing practitioner view sand expert blog posts; and third by conducting light quantitative analysis of Twitter data to check how the smaller interview and blog post datasets match a larger dataset of online micro-blog discussions. Finally, the aforementioned analyses are summarized into an initial framework of theoretical definitions that can be used to discuss the topic in a manner that is less ambiguous, and might help in conducting further research regarding the topic. en
dc.format.extent 105
dc.language.iso en en
dc.title Growth hacking: Defining a digital marketing buzzword en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelutalouden laitos fi
dc.contributor.department Department of Information and Service Economy en
dc.subject.keyword growth hacking
dc.subject.keyword digital marketing
dc.subject.keyword marketing measurement
dc.subject.keyword new products development
dc.subject.keyword NPD
dc.subject.keyword viral marketing
dc.subject.keyword small business growth
dc.subject.keyword marketing budgets
dc.identifier.urn URN:NBN:fi:aalto-201609083472
dc.type.dcmitype text en
dc.programme.major Tietojärjestelmätiede fi
dc.programme.major Information Systems Science en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon tietotalous
dc.subject.helecon knowledge economy
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon digitaalitekniikka
dc.subject.helecon digital technology
dc.subject.helecon tietämyksenhallinta
dc.subject.helecon knowledge management
dc.ethesisid 14437
dc.date.dateaccepted 2016-05-20
dc.location P1 I


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