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DMA AWARDS ITALY 2019: THE GROWTH HACKING ACCORDING TO BIFULCO

They promised to be “more than a party”. And, without a doubt, they kept their promise. The 2019 edition of the DMA Awards Italia (last 4 July at the Vodafone Theater in Milan) brought the bar of the traditional event decidedly higher than in previous years.

Part of the merit must also be attributed to the contents proposed by the exclusive exceptional speakers, who came on stage before the Award Ceremony. Among the protagonists of the afternoon speeches, Startup Grind Director Andrea Roberto Bifulco captured the audience with a speech on Growth Hacking.

With the presentation “Growth Hacking is the new black”, Bifulco defined the fundamental traits of a discipline that allows to understand how to accelerate the growth of a business in a sustainable manner, through rapid experiments on marketing and product definition.

Born in Silicon Valley a decade ago and applied by giants like Facebook, Dropbox, Instagram and others, in recent years this line of studies has literally exploded and has been adopted by companies of all kinds: from Coca-Cola to IBM, passing for Heineken, Colgate and Transavia. The Growth Hacking methodology is based on lateral thinking, creativity, experimentation, data analysis and the continuous interaction of strategies and business models.

The speech by the Director of Startup Grind has therefore enhanced Gorwth Hacking as the point of union between product development, digital marketing and data-driven marketing. The young theory can be applied in every corporate field: from Customer Service to Operations, from Risk Management to Complaints handling, up to Regulated advice & sales.

With the aim of building a Growth Engine in every company, the Gorwth Hacking finds its foundation in the empirical modality (with a constant search for “beta mode”) and in total respect of the theorized process.

On this last aspect, Bifulco led for example the genesis and growth of Netflix, following the steps of the classic Growth Hacking funnel:

Awareness: how your brand gets visibility.

Acquisition: how users can get in touch with you. The channels most often used are SEO, SEM, SMM, social advertising, content, retargeting and digital PR.

Activation: if users have a good first experience with the brand, through UX, onboarding, CRM and tutorials.

Retention: if users return to visit the brand, taking advantage of email marketing, retargenting, push notification or product marketing.

Revenue: how to increase earnings, paying attention to the chackout process.

Referrals: if users share experience with your brand, through referral marketing, sharing mechanisms or app review.

Here, in a nutshell, the mix of operations proposed by Growth Hacking. That the data-driven marketing revolution has already arrived? Andrea Roberto Bifulco seemed convinced. And, after his presentation, even those present in the room had few doubts about it.

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