THE POWER OF GROWTH HACKING STRATEGIES: A CASE STUDY OF UBER'S EXPONENTIAL GROWTH IN THE DIGITAL MARKETING WORLD

Abstract

This paper explores the concept of Growth Hacking and its importance in the digital marketing
world, focusing on its potential as a strategy for startups to achieve exponential growth. The study uses Uber's
private transport network as a case study to evaluate the growth hacking strategies that were implemented
through marketing and product development, which form the basis of exponential growth. The paper argues
that growth hacking and digital marketing are two complementary specialties that share the same fundamental
principles, and highlights the importance of growth hacking deployment in technology giants. The authors
evaluate potential growth hacking strategies used by Uber, such as customer acquisition, market expansion
strategy, reference marketing, defense newcomers, pricing strategy, and early adopter involvement,
considering customer demand. Furthermore, the study discusses the relationship between growth hacking and
the success of startups, product market fit, customer acquisition, retention, and marketing. The research
approach of this paper is qualitative, using a case study method and evaluations of interviews with experts in
growth hacking, and academic studies in the field. The authors aim to bridge the gap between the academic
world and the business world by providing insights into the implementation and success of growth hacking
strategies in startups, and identifying essential elements of growth hacking in marketing and product
development. The paper highlights the need for further academic research and resources on growth hacking,
and how it applies to technology-based solutions, disruption of legacy markets, startups, and investor funding.