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StUpGrowthPath: A Growth Hacking Marketing Approach for Digital Startups

In: Operational Research in the Era of Digital Transformation and Business Analytics

Author

Listed:
  • Christos Ziakis

    (University of Macedonia)

  • Maro Vlachopoulou

    (University of Macedonia)

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.

Suggested Citation

  • Christos Ziakis & Maro Vlachopoulou, 2023. "StUpGrowthPath: A Growth Hacking Marketing Approach for Digital Startups," Springer Proceedings in Business and Economics, in: Nikolaos F. Matsatsinis & Fotis C. Kitsios & Michael A. Madas & Maria I. Kamariotou (ed.), Operational Research in the Era of Digital Transformation and Business Analytics, pages 207-215, Springer.
  • Handle: RePEc:spr:prbchp:978-3-031-24294-6_22
    DOI: 10.1007/978-3-031-24294-6_22
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