icto14 - marc-paul brandt, cco efocus
TRANSCRIPT
Growth hacking
Marc-Paul Brandt
ICT Ondernemerschap 2014
Amsterdam
est. 2008
Utrecht
est. 2000
Amersfoort
est. 2012
Eindhoven
est. 2014
Maar business as usual wordt in
haar voortbestaan bedreigd…
Waar blijkt dat uit?
Uber
Bold king
AirBNB
disruptiontrans-
formation
offline middelen onlineomni
channel(digital)
customercentric
Digital maturity
Digital Darwism
Process
People Product
Process
Product
Digital transformation
Organizational silos
Explosie digitale competenties
Required skills under the denominator:
Marketing Technologist
• Elk bedrijf moet growth hackers aannemen
Eigenschappen Growth hacker
Eats its own
dogfood
Marketing savvy Digitaal actief
T-shaped
Marketing Technologist Skills collection
1. Knowledge on relevant marketing applications
2. Understanding cross channel interactions
3. Ability to define multichannel messaging
4. Control digital media buying
5. Measure marketing performance and take action
6. Turn social media insight into actionable performance
7. Know Code or how to Speak the Language
8. Agile project / marketing / campaign management
9. Savvy on governing technology-dependent strategy
and operations
10. Tell the difference between true digital partners
and snake-oil salesmen
Specific
1 o
r 2 skills
General 6-8 skills
Act as a lean startup…
“Success is not delivering a
feature; success is learning how to
solve the customer’s problem.”
• Gevalideerd leren
• Aanpassingsvermogen
• Minimal viable product
Goodies
Hoe krijg je Growth hacking skills?
Trek
Talentaan
Ontwikkelje eigenmensen
De echte digitaal gedreven
revolutie moet nog beginnen en
wij staan het front.
Riemen vast
Digital is daar. Het is groter dan we ooit hadden verwacht.
Het is overal.
Het heeft ongelovelijk veel potentie.Maar is ook buitengewoon complex.
Kenia
offline
[initial]
middelen
[repeatable]
online
[defined]
omnichannel
(digital)
[managed]
customer
[optimized]
