The digital economy has drastically changed over the last two decades, so did the marketing techniques and mindset. Not only have classical distribution channels like newspapers, TV and retail stores been supplanted by their digital counterparts, a whole new set of tools, platforms and channels have emerged.
Digital marketers have to evolve.
In this new era, the separation between marketing and programming becomes blurry. The 6-month marketing master plan is being replaced by short cycles full of experiments. The marketer don’t need to blind trust his gut feeling anymore as his assumptions will be validated by data. We do not make people want a product, we make a product people want. And finally, marketing is not considered like gift wrapping anymore but features generating growth and viral loops are directly embedded in the product.
Welcome to the data-driven and experiment-based digital marketing or what is also called Growth Hacking.
Like in every major shift in mindset and approach, a whole new field of study is being opened. Early practitioners exchange their thoughts and practices in online communities (GrowthHackers.com) and at conferences but there is a flagrant need for a practical toolkit or framework to help understand, design and test engines of growth.
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