Growth Hackers and Marketing
by Michael Tan
Lately I’ve been thinking about marketing. I’ve always felt instinctively that the marketers I’ve met can be broadly categorised into two groups, but it wasn’t until recently that the second group had a name – Growth Hacker
These guys care about branding, they love the BIG idea and broadcast media. They normally work at agencies (even digital ones) and think in terms of fire and forget launch events. Favourite metrics are Facebook Likes.
These guys care about growth (audience, membership and / or revenue). They care about engagement, and would choose blogger outreach over banner campaigns. They think in terms of campaign optimisation, APIs and platforms. Favourite metrics are CPA and LTV.