| Abstract [eng] |
This study addresses the gap in research on the specific impact of individual growth hacking techniques on brand awareness in digital marketing. Focusing on strategies like cross-publishing, custom audience targeting, inbound and content marketing, keyword-based emailing, leveraging other people's audience, micro-targeting, and SEO copywriting, the aim is to uncover their nuances in shaping brand awareness during the customer acquisition phase. The subject matter revolves around growth hacking techniques for developing product awareness at the acquisition stage, with the primary objective being a thorough understanding of these techniques' contributions to brand awareness in the digital marketing context. Objectives include investigating professionals' perceptions, assessing the relevance of selected techniques, examining their impact on brand awareness, and analyzing the role of customer engagement as a mediating variable. Research utilized both quantitative and qualitative methods. The quantitative approach involved an online survey with 304 respondents, proving all hypotheses. The qualitative method included expert interviews with five specialists to provide a broader perspective. The analysis of growth hacking techniques, including cross-publishing, custom audience targeting, inbound and content marketing, keyword-based email campaigns, leveraging existing audiences, micro-targeting, and SEO copywriting, demonstrated positive impacts on brand awareness. Combining certain techniques, such as inbound marketing and micro-targeting, showed a more profound impact. Professionals in the field widely acknowledged the relevance and adoption of growth hacking techniques. The study emphasizes the critical integration of growth hacking into marketing strategies for effective brand awareness. Recommendations include tailoring techniques to the target demographic, continuous testing and adaptation, and prioritizing customer engagement for sustained brand growth. Incorporating growth hacking principles is advocated as an essential aspect of a dynamic marketing strategy. |
