GROWTH HACKING PRACTICES IN A START-UP: A CASE STUDY ON THECON.RO

Despite the increasing awareness of content marketing tools in the academic community, the benefits of growth hacking were highlighted especially in blog posts and several e-books. This paper examines the particular features of growth hacking techniques, which differentiates it from traditional marketing. Specifically, a content analysis was conducted to identify the experts’ opinions regarding the effective use of growth hacking techniques, to detect the specific skills that a growth hacker must gain and to compare the tools related to this concept from both inbound and outbound marketing perspective. On the other hand, we outlined the need for development of start-ups, without spending huge amounts of money in marketing. Using a case study methodology, we examined the motivations of adopting growth hacking techniques by an Internet pure player - Thecon. Results show that the effective mix of growth hacking techniques applied by this company tends to forward more online content than its competitors.