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Growth Hacking: La era de la experimentación veloz

marzo 26, 2018
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El growth hacking es la habilidad del futuro. Está relacionada con la mentalidad de las startups, el marketing digital, los datos y la tecnología. Pero hacer una definición unánime de este concepto no es fácil. El cofundador de Growth Tribe -primera academia europea de growth hacking-, Peter van Sabben, dice que se trata de una forma de hacer marketing basada en datos y a través de experimentos rápidos. “Es lo contrario a decir ‘¡qué buena idea, vamos a hacerla!’ Porque hoy, con la tecnología que nos rodea, móviles, páginas web… Se puede rastrear todo, se pueden crear varias versiones de una misma acción y analizar cuál funciona mejor”, explica este marketero en una masterclass impartida a los participantes del International Master in Marketing durante su viaje a Ámsterdam. “La clave está en realizar experimentos rápidos, mediciones rápidas, para ver qué tácticas dan mejores resultados”, añade.

Un ejemplo real de growth hacking es la página del presidente francés Emmanuel Macron. Esta web tiene muchas formas de interacción: hay formularios para registrarse a boletines informativos, chatbots, manuales y contenidos atractivos para los que se requiere rellenar un formulario e incluso herramientas para identificar los temas más comentados en la red o encontrar nuevos segmentos de público a los que dirigirse. “Empresas como Amazon, Uber, Google o Facebook se hacen grandes por tener la mejor estrategia o las mejores personas pero también por hacer miles y miles de experimentos”, argumenta van Sabben.

El growth hacking ha venido para quedarse

Esta metodología de trabajo aparece para hacer frente a los cambios de mercado que obligan a los departamentos de marketing a reciclarse constantemente. Por un lado, cada vez hay más (y más complejos) canales. La publicidad deja de ser tan efectiva porque los hábitos de consumo evolucionan y existen suscripciones de pago para evitar escuchar o ver publicidad. Es el modelo de Spotify o Netflix, por ejemplo. “Además”, comenta van Sabben, “existen los ad blockers, que complican a los profesionales de marketing poder alcanzar a esos clientes”.

Por otro lado, en el mundo digital -y cada vez más en el no digital- tenemos la necesidad de medirlo todo, con lo que como profesionales nos convertimos en data driven decisors. Según comenta el cofundador de Growth Tribe, “en muchas compañías de tecnología, el CMO -Chief Marketing Officer- ya no es un jefe de marketing con experiencia en marketing o branding, sino que es una persona con experiencia en análisis de datos o economía, porque es un perfil mucho mejor en habilidades analíticas”.

Sobre el perfil de growth hackers, especialmente interesante para los participantes de este master, estos profesionales generalmente trabajan en pequeños equipos técnicos orientados según el rendimiento de los datos. Su principal objetivo es el de hacer crecer una empresa en poco tiempo. Son perfiles que mezclan conocimientos de producto, data y marketing. Se trata de una especialización cada vez más demandada no sólo en startups, ya que esta forma de trabajar está siendo utilizada por grandes empresas para entrenar a sus equipos.

La necesidad de adaptarse al vertiginoso ritmo del mundo digital obliga a las organizaciones a implementar cambios rápidamente. De ahí que el growth hacking se nutre de las metodologías de trabajo ágiles. Está basado en crear grupos pequeños de hasta ocho personas con perfiles diferentes (ventas, marketing, finanzas, comunicación, etc.) que trabajan en proyectos durante un periodo corto de tiempo. Pasado un plazo de, por ejemplo seis meses, ese equipo se destina a otro proyecto diferente.

La conclusión del growth hacker holandés es que “no podemos predecir el futuro, porque cambia muy rápido; solo podemos hacer experimentos muy rápidos para tomar la delantera”. Fue Jeff Bazos, director de Amazon, quien dijo que “no es equivocarte lo que te mata, sino quedarte atrás y no ser rápido”.

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