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What's the one new 'thing' in growth marketing that you are looking forward to testing/doing more if in 2018?
Curious if there are any new ideas/channels to explore in the new year...
In general I agree that channels are suffering from fatigue and it will become even harder to stand out in the crowd.
Every app and service is looking for customers' attention and growing that attention. It will be more important than ever to understand the true value the product serves for what market, and then continuously test new ways to capture and convert the RIGHT customers that will quickly experience the value in a product and stick around.
I think determining the right North Star Metric (reflection of customer value) for an organization will be essential. Tactics and channels can and will evolve over time, but if you don't have a product with true product market fit and a company optimizing for sustainable growth at its core, it will be too easy to jump from one tactic to the next and get no where.
I also predict that there will be more conversations around ethics in growth and a move towards more sustainable business practices. Technology is advancing faster than it ever has in the past and a lot of its effects are simply an afterthought. For example, studies are now proving that the smart phones and social media are leading to a more depressed "iGen" https://www.theatlantic.com/magazine/archive/2017/09/has-the-smartphone-destroyed-a-generation/534198/.
As growth practitioners, we need to continue to question our products and what they do for people and the environment. We need to grow more aware of these topics and demand that the companies we work for are either providing long-term value to customers or fixing the known problems across the globe (think food supply, clean water, renewable energy, waste reduction, etc.)
My understanding is that most channels are pretty fatigued, so it's more a question of how to stand out from the noise. Linkedin still has some good organic reach but I expect that to go down as well.
I might experiment a bit with Anchor, personally. Business-wise, I'm curious to see what messengers can do in 2018.
Yeah, I'm going to be playing with Anchor as well this year. Curious to see how that'll play out.
Honestly, I still haven't figured out how to hack all the "old" channels like Pinterest, Tumblr, and Twitter (though I usually avoid Twitter).
And I'll be, for the 14th time, going back into Snapchat and keeping it this time. LOL!
I just don't care for the platform and I don't care to put a ring of flowers or hearts around my head.
But, it's the smart move.
And I'm going to try to dig out my Musical.ly account (which is SO MUCH FUN to use - but needed space on my phone so had to delete it).
Yeah, I'm going to be on top of it this year and possibly stalking the App Store to see what other apps are gaining traction on there. Good times, squirrel.
Do you have a format in mind? I was thinking about a 15-20 minute show on Growth Hacking every Sunday.
Loved the idea of Anchor but couldn't get into it eventually. It was hard to skim through vs. a feed from Twitter or on LinkedIn.
But I think theres a lot of great strategy to be a launching pad for podcast, and the transcribing it back into text content.
oh hi Gigi btw! =)
Apologies for the noob question - What's Anchor?
Nothing to apologize for, mate. Anchor FM is an app that allows you to create and broadcast radio-like shows. It's gotten a lot of user growth recently.
Their SEO is S#!t. You can't find them on Google.
Curious as well - we've seen some amazing results with a custom ABM strategy that we are doubling down on in 2018, but am always looking for new ideas...
what are some playbooks you use? any articles you recommend on ABM strategies?
I second this. Any useful info on ABS/ABM?
I think "chat" is the new inbox. No longer we will be receiving retention marketing on email, but rather through chat messages.
And we will be using chat as the first 1-1 contact over email.
This is all interrelated to social selling, chatbots, moving to a new channel, low email open rate...etc
It's not really a new thing but we continue to find new ways to optimize our signup/onboarding flow. We have some new ideas for things we want to test based on some data and testing we have done so I'm excited about some potential big wins here in 2018.
We have been constantly trying to optimize our signup flows but after awhile, it seems like you reach a point where you can't simplify them any further.
I'll go international in 2018. I started spreading the Growth Hacking spirit across Germany with more than 50 keynotes & meetups, 10 bootcamps and two dozens customer workshops in 2017...Next step is rest of Europe🚀Looking forward ✌and hopefully we meet in US, too?
I'm pretty excited to experiment with more investments in brand (not the aesthetics, but brand = customer experience) as a way to fight channel fatigue and the commoditzation of SaaS, etc.
LinkedIn is doing great, and I think it will continue to do great until maybe mid-year where it tanks out or the algorithm eats everything. I personally think Facebook is dead, and Twitter is a swamp.
New channels? Blastchat. http://whatsblasting.com/
It boasts 76% engagements or more across the entire channel, and it's interface is fun. I hope it takes over Twitter to be honest, it's a much more enjoyable platform to use.
I am sure video is going to take off. And it'll not in a professional and polished way, it will be probably marketers talking to a webcam, reading from a script as if they were doing some kind of cold call... now the trick is, which channel to use to distribute these videos and get the attention you need...
I have seen an increasing interest in products that offer consumers more privacy, and thinking about how disruptive that would be to how I market today. If being able to store cookies went away, and what opportunities/challenges are coming as we move away from keyboards & AI/voice search improves.
A bit off topic, but I've also been thinking a lot about future proofing my career. Automation is coming, so what skills do I need to mitigate risk as much as possible in the next 3-5-10 years?
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