Intro to Growth Hacking
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This document provides an introduction to growth hacking and the digital marketing landscape. It discusses how businesses and customer journeys have become more digitized. The key is having the right message reach the right customer at the right time using the appropriate technology stack. This involves understanding customer behaviors across various digital touchpoints and crafting an effective funnel. The document outlines the major platforms, tactics, and terminology used in digital marketing and advertising, emphasizing the importance of clear goals, testing, and focusing on business outcomes over just technology.
![Definitions
› Ad Server = An Ad Server is a web based tool used by publishers, networks and advertisers to help with
ad management, campaign management and ad trafficking. An ad server also provides reporting on ads
served on the website.
› “Programmatic buying is the process of executing media buys in an automated fashion through digital
platforms such as: exchanges, trading desks, demand-side platforms (DSPs) and supply-side platforms
(SSPs).This method replaces the traditional use of manual RFPs [Requests For Proposal], negotiations
and insertion orders to purchase digital media.”(Business Insider, September 2012)
› Ad Exchange = Online automated marketplace that facilitates the buying and selling of inventory across
multiple SSPs and DSPs
› Demand Side Platform (DSP) = An advertising technology platform which allows marketers to manage their
online media campaigns by facilitating the automated buying of display media and audience data across
multiple inventory and data suppliers in a centralized management platform.
› Supply Side Platform (SSP) = An advertising technology platform which enables the suppliers of online
ads (Publishers) to offer their inventory through AdExchange(s)
› Real Time Bidding (RTB) = It’s a technology protocol facilitating one of the possible automated
trading mechanisms – a real time auction. For the time being it’s the prevailing mechanism to
accomplish automated trading and as such it’s commonly used in place of the more general term
Programmatic. In reality RTB is part of Programmatic.
› Data Management Platform (DMP) = a unified technology platform that intakes disparate first-, second-,
and third-party data sets, provides normalization and segmentation on that data, and allows a user to
push the resulting segmentation into live interactive channel environments for private use and / or
monetization.](https://image.slidesharecdn.com/170615introtogrowthhacking-180809124509/85/Intro-to-Growth-Hacking-24-320.jpg)
Intro to Growth Hacking
- 1. Intro to Growth Hacking It’s a Digital World
- 2. A “Love Story” for two…
- 3. With additional interested stakeholders…
- 4. › The “Digitization” of Businesses follows the ongoing “Digitization” of our daily lives › The “Digital Consumer/Customer” journey has become substantially more complex & fragmented › In parallel the “Digital Company” must adopt “Digital” tools & introduce “Digital” skills to respond to the rapidly changing ecosystem
- 7. Opinions / Ideas Exchange
- 8. Social Media / chat / messaging
- 9. There’s no “Digital Strategy” anymore, just Strategy in a Digital World
- 10. It’s not only Digital Digital Physical but Digital increases in importance
- 11. Digital has key differences › Two way communication / Interactive › Can be real time › “Lazer Sharp” Targeting! › Granular Buying / Cost per individual (Programmatic) › “Accurate” measurement › Democratic – available to everyone / low barrier of entry – A LOT OF NOISE!!!
- 12. Digital Marketing “Transit” Map Source: Gartner (http://www.gartner.com/imagesrv/summits/docs/na/digital-marketing/gml_037_TransitMap_Oct2014.pdf)
- 13. It’s not complex – It’s all about … fishing The right message, to the right person, at the right time/context Water=Customer Journey(s) Fish=Customer(s) Fishing Rod=Technology Stack YOU YOUR BUSINESS
- 14. Customer Journey - It’s an infinite loop Discovery Activation (Engagement) Transaction (Conversion) Advocacy (Amplification)
- 16. The Nielsen 3 “Rs” Framework Reach x Resonance = Results Brand Performance ROI … Interaction Engagement CTR Dwell time … Impressions UUs/ UBs Viewability …
- 22. AdTech Stack – “Traditional” Display DEMAND SUPPLY 1st Party (Publisher) AdServer 3rd Party (Advertiser) AdServer Data Management Platform (DMP) 3rd Party Apps & Tools Dynamic Creative Optimization Yield Management Native Advertising Media & Asset Management Systems Verification Attribution
- 23. AdTech Stack - Programmatic DEMAND SUPPLY 1st Party (Publisher) AdServer 3rd Party (Advertiser) AdServer Data Management Platform (DMP) Demand Side Platform (DSP) Supply Side Platform (SSP) Ad Exchange 3rd Party Apps & Tools Dynamic Creative Optimization Yield Management Native Advertising Media & Asset Management Systems Verification Attribution
- 24. Definitions › Ad Server = An Ad Server is a web based tool used by publishers, networks and advertisers to help with ad management, campaign management and ad trafficking. An ad server also provides reporting on ads served on the website. › “Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, demand-side platforms (DSPs) and supply-side platforms (SSPs).This method replaces the traditional use of manual RFPs [Requests For Proposal], negotiations and insertion orders to purchase digital media.”(Business Insider, September 2012) › Ad Exchange = Online automated marketplace that facilitates the buying and selling of inventory across multiple SSPs and DSPs › Demand Side Platform (DSP) = An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the automated buying of display media and audience data across multiple inventory and data suppliers in a centralized management platform. › Supply Side Platform (SSP) = An advertising technology platform which enables the suppliers of online ads (Publishers) to offer their inventory through AdExchange(s) › Real Time Bidding (RTB) = It’s a technology protocol facilitating one of the possible automated trading mechanisms – a real time auction. For the time being it’s the prevailing mechanism to accomplish automated trading and as such it’s commonly used in place of the more general term Programmatic. In reality RTB is part of Programmatic. › Data Management Platform (DMP) = a unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments for private use and / or monetization.
- 25. Targeting options in Digital include, but are not limited to: › Date/Time › Location › Device › OS › Browser › Demographics › Static Segmentation (Audiences) › Behavioral (based on actions)
- 26. Retargeting / Remarketing Source: Right Now Communications (http://www.rightnowinc.com/blog/how-ad-retargeting-works/)
- 27. Digital Growth Technology Stack Owned Media (Web Site, eCommerce, Blog, Vlog, Mobile App etc) 3rd party Media (FB, Twitter, Instagram, Pinterest, Linkedin, Digital Media etc) Intent Capturing / Feed the “Funnel” (Purchases, Web Forms, DMP, Newsletter Registration) Paid Advertising (Digital Advertising, Programmatic, Search, Social etc) CRM Feedback Loop (AdServer, Retargeting, Newsletter, Automated Responses, Loyalty Platform etc) BI / Analytics
- 28. Digital Growth Technology Stack example Source: CBINSIGHTS (https://www.cbinsights.com/blog/saas-marketing-stack/)
- 29. The Acronyms … Bomb! Click on the bomb to view the IAB glossary
- 30. What do I do with all these? The following list of steps provides a quick & easy mechanism, to make sure that you don’t lose focus. Ask the Basic Questions: 1) What is your (TRUE) end Goal? What are you trying to accomplish? Are you advertising to enhance your Brand recognition & recall or do you have specific Performance Goals? Do you want to speak to existing or new customers? is your goal to drive actual sales? If so of the entire portfolio or of a specific product? And most importantly How will / can you measure the achievement of your goals? 2) Which capabilities, necessary to achieve that goal, exist in-house and which ones you expect will need to outsource? 3) What’s your Budget? 4) Put all of the above on a single piece of paper: It doesn’t have to be an essay – just a simple page at most. Bullet points & relevant headers work fine. It’s good discipline and it pays off in the long run to have a reference point. This is essentially the Brief of what you’re trying to accomplish.
- 31. › Back to the basics – Clearly define your goals › Understand your prospective customer – learn its digital habits / habitats › Create “hooks” that provide value to your prospective customers – Establish meaningful “conversations” › Try – Measure – Enhance - Repeat › Start building a Digital Growth Technology Stack › Pick the right partners – you can’t do everything on your own › It’s all about the business!!! Digital / Technology is the tool – the means to an end Recipe for Success
- 32. › Try everything at the same time › Focus solely on technology & its features › Try to do everything inhouse › Blindly copy the latest “success” story › Fixate on the Digital Metrics (e.g. UUs, CTR etc) and forget about your true end goal(s) Accident waiting to happen
- 33. Every Brand is a MEDIA Company!