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Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising |  |
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Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising | |
Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.
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适合入门的初学者扫盲
Holiday lays out very clearly at the beginning of the book this premise: that a growth hacker is an engineer, designer, and marketer rolled into one. Unfortunately, this book is so non-technical and high-level, that anyone who claims to be any of those things would find it to be remedial at best.
These are tired stories, found in almost all strategic literature for the tech entrepreneur. Dropbox's video. Facebook's college strategy. Hotmail's email tagline. If you've read any other books about the brilliant moves made by tech's biggest players, you've already heard them.
Contrast this book with Nir Eyal's brilliant and actionable book, Hooked. Eyal tells many of the same stories, but takes a rigorous academic approach to analyzing why these strategies worked, not just what they were. Why did the email tagline work for hotmail? Because it increased their viral coefficient and dropped their viral cycle time to practically minutes. If you want information like that, don't look to this book.
I'm giving it two stars instead of one because I could see this as a very broad overview of what the phrase growth hacking means, but as a strategy guide or a methodology, it fails completely.
Ryan Holiday tells us that that glamorous advertising days of Don Draper are over in this book on Growth Hacker Marketing.
He tells us that the days of multi-million dollar advertising campaigns on billboards, television, and radio are numbered. They are being replaced with social media campaigns, funnels, giveaways, and ways of creating "virality" to promote products.
The book tells us that advertising, promotion, and marketing isn't one major campaign for a product launch, but rather an on-going process that tested, refined, and improved upon. He says we need to start with a "minimum viable product," and through this testing find a "product market fit."
The book gives us insight on new marketing terms such as stickiness, A/B testing, bootstrapping, bounce rate, cohort analysis, sales funnels, and of course growth hacking, amongst others.
The book started as a short blog, turned into an article for a website, then into an e-book, and eventually into this final form, a short 111 page book where Ryan tested his theories with this release.
There's no doubt we're seeing a major "shift" or "pivot" with marketing, advertising, and PR today with the growth of social media where everything can be done right from our smart phones.
I enjoyed this simple book for the introduction to these concepts but it really doesn't give much in terms of practical tools. It's more just an overview of the technology and provides some background. The book does offer the reader several options for learning more via recommended books, blogs, presentations, classes, shows, and conferences.
Overall, I enjoyed the book but likely would've been satisfied with the original form of a blog as I think it was a bit of a stretch to turn this into an actual book. Still, a good starting point for anyone looking to learn more about the basics of promoting a new product in today's digital world.
Thoroughly enjoyed this book. Used it as a platform for understanding how "young people and the folks who invest in them think".
The author has created not only a book about boot-strapping marketing but he does it as a former large budget veteran of traditional marketing (American Apparel). So his perspective is from someone who 'was there' and is now 'over here'.
Took a lot of notes. Came up with some really innovative ways to use his teachings. I can't say more than that, can I? An excellent investment, would buy again.
I am very surprised by the one and two star reviews of this book. Sure it is short. Yes, it could have more detail and more case studies. But, I'm surprised that anyone could read this book without developing at least one valuable new idea. Today, we live in the world of blogs, white papers, PDF/ebooks, etc.. We can get almost any tid-bit of information for free. A book does not bring new ideas, it brings us through a complete thought process--a chain of ideas starting with idea A and ending with idea Z. Growth Hacker Marketing is an easy little book that I'm confident will make my company money--not because it presents new, exciting technique, but because I spent two hours reading about Holiday's discovery of Growth Hacks, and while doing this I had many great ideas. My advice to many of the people who left poor reviews of this book is to slow down and begin thinking about reading an a new way. Dumbing Us Down: Stop the Google Love and Start Smart Marketing
When I began reading this book, I got the feeling that it was just reviewing famous stories of major companies and how they got started. I was afraid it would not apply to me and my medium size business. However, it was a very easy read and after a little while I realized that I was taking notes about specific changes that I wanted to make in my company's marketing. I ended up with a list of several action items which I believe will improve our numbers. Even though none of the ideas in "Growth Hacker Marketing" were brand new, I was inspired by reading this book to make some changes. In fact, just by reading the book, I thought of a new idea that wasn't even mentioned. I will go through the top videos that I have on YouTube and add a link for people to click to bring them back to my website. It's such an easy change that will allow people to engage with me and my company. If you run a company or are responsible for marketing an idea, it's worth a couple of hours to read this book. If you pull out just a few ideas, it will have been worth your while.
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