Growth hacking: a estratégia inovadora de marketing para fazer crescer uma empresa: Growth hacking: the innovative marketing strategy to grow a business

Bernardo Araripe Dias da Cruz; Leonardo  Amato

Authors

Bernardo Araripe Dias da Cruz Universidade Veiga de Almeida
Leonardo Amato Universidade Veiga de Almeida

Keywords:

Growth Hacking, Innovation, Marketing

Abstract

This text aims to understand how and why Growth Hacking was created, in order to identify its strengths and weaknesses, and how to deploy it in the market, focused on medium and large companies. . Also, compare Growth Hacking with "outdated" communication strategies, based mainly on Philip Kotler's Marketing 5.0. Finally, analyze different success stories of the strategy in the market, such as Facebook and Airbnb, in order to show its potential. For the production of the article, current marketing and communication strategies will be studied, in addition to Growth Hacking. Successful cases of strategy adoption will be analyzed, understanding the way it was used, the pains and difficulties of implementation, and their success KPIs.

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Author Biographies

Bernardo Araripe Dias da Cruz, Universidade Veiga de Almeida

Undergraduate student of the Advertising and Propaganda Course at Veiga de Almeida University (UVA) - Barra Campus.

Leonardo Amato, Universidade Veiga de Almeida

Master in Creative Economy Management, professor of the Advertising and Propaganda Course at Veiga de Almeida University (UVA) - Barra Campus.

References

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