چكيده به لاتين
In this thesis, building Digital Marketing strategies based on Growth Hacking for the Startups providing online services is studied. For this purpose, Content marketing, Product marketing, and Performance marketing have been studied as the growth hacking strategies used by some online-service startups such as Digikala, DrSaina, and DigiStyle. In addition, using the related terminology, the success factors for these strategies, including Acquisition, Activation, Retention, Referral, and Revenue have been determined based on the experience and viewpoints of the marketing experts of the aforementioned businesses. A questionnaire was designed and given to 100 of these experts. After gathering the data, the Structural Equation Modeling was used to examine the strategies and success factors being meaningful. Afterwards, a neural network was used to weight and determine the importance of the factors and strategies.
Analyzing the results depicts that the acquisition factor has positive effects on Content marketing and Performance marketing, but a negative effect on Product marketing. The referral, retention and revenue factors have positive effects on all three types of marketing; and, the activation factor has positive effects on Content marketing and Product marketing, but a negative effect on Performance marketing.
Also, Performance marketing has the strongest weight and importance comparing to two other strategies. Other results show that amongst the success factors of growth hacking marketing strategies, the retention, referral, revenue, activation, acquisition, and online shops have the first, second, third, fourth, fifth and last ranks, respectively.
