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Can any marketer simply implement the tricks that Instagram, Airbnb and PayPal used to stimulate growth?
Of course not, but there is a way of thinking and a mindset that will set you on the right path.
For a long time working with custom audiences meant that you would need to go through an approved advertising partner.
While this has its uses it was often prohibitively expensive, leaving many small and mid-size businesses unable to use this kind of targeting.
Recently Twitter has changed this, allowing self-serve advertisers to create and upload custom audiences.
I thought it would be useful to show you exactly how to do this.
Just when you think you can know everything there is to know about digital marketing, someone slaps you in the face with a new phrase.
During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too. Today I’ll be looking at growth hacking.
Of course the phrase ‘growth hacking’ isn’t actually that new.
Let’s check Google Trends for the term. That’s always a fun job…
If you are entering the online world for the first time as a business it doesn’t matter whether you are a startup or an established bricks-and-mortar company, you need to choose what to spend your resources on.
So far so obvious; that’s all part of your marketing strategy. But when you’re thinking about that strategy there’s one big, tough question that will almost inevitably come up:
“Should we spend more of our resources trying increase brand awareness or increasing conversion rates?”
The answer to that question is much less obvious than the question itself.
What is growth hacking? If you haven’t heard of it, growth hacking is a marketing technique that uses analysis and creativity to sell products and gain exposure.
It differs from traditional marketing by focusing on social metrics and other digital channels to analyze user behavior and deploy innovative or low-cost alternatives to traditional demand-generation and campaign-based marketing.
Perhaps the most famous example of growth hacking was Hotmail. By employing a signature on every out-bound email that said, “Sent from Hotmail. Get your free Hotmail email today!”
Hotmail was able to drive incredible growth numbers in a very short amount of time.
Thanks to a 10 day ban from Google, the lyrics website Rap Genius saw an 80% plummet in its daily traffic over Christmas.
The site has now been restored to the Google SERPs, but at what cost? Here I’ll take a look at what Rap Genius did to incur such a punishment from Google and what lessons or warnings your website can learn from this?
I’ll also answer the question, what the hell is Rap Genius?
There is a seismic shift occurring in marketing as startups, for various reasons, are forced to discover new ways to grow their user bases.
I’d rather not bore you with another philosophical rant about how everything is changing (even though it is), so instead, I'll share with you one of the underlying insights that is at the core of this new marketing ethos, micro-failures.
Marketing, by any reasonable measurement, is a fast-evolving industry. Many of the most sought-after roles today, such as social media marketer, didn't even exist a decade ago.
What does the future hold for digital marketing? One thing is for sure: more change.