StUpGrowthPath: A Growth Hacking Marketing Approach for Digital Startups

Christos Ziakis () and Maro Vlachopoulou
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Christos Ziakis: University of Macedonia
Maro Vlachopoulou: University of Macedonia

A chapter in Operational Research in the Era of Digital Transformation and Business Analytics, 2023, pp 207-215 from Springer

Abstract: Abstract Growth hacking is an experiment-driven technique to determine the most effective ways of growing a business. In order to grow a successful business, entrepreneurs need to adopt various growth hacking techniques. While some of these techniques have been around for a while, others are new to the market. The process involves a mix of marketing, development, design, engineering, data, and analytics. This paper presents a literature review on entrepreneurial marketing techniques that implement new technologies and identifies smarter and inexpensive alternatives to traditional marketing that can boost startup sales, such as content and viral marketing. In addition, this paper presents the results of an empirical study conducted among 83 digital startuppers from Greece regarding the digital marketing techniques they have used. Based on the findings, we propose the framework StUpGrowthPath including a nine-step growth hacking marketing plan for the first phases of a digital startup with tools and digital marketing techniques that could be effective and low-cost.

Keywords: Growth hacking; Digital marketing; Startups; Online promotion (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-24294-6_22

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DOI: 10.1007/978-3-031-24294-6_22

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