IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-24294-6_22.html
   My bibliography  Save this book chapter

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
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-24294-6_22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.