Doing SEO, SEM or social media marketing isn’t “growth hacking.” It’s just marketing. Problem is some marketers & start-ups don’t get that.

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What does “growth hacking” entail, then? Let’s see:

-- >  Creating a search-based user acquisition strategy through content marketing and search engine optimization and marketing

-- >  Embracing social media technologies and building a presence on platforms like Twitter and Facebook

-- >  Using search to inform your product development roadmap

-- >  Optimizing your websites for user experience and conversions

-- >  Using cost-effective methods of advertising through in-depth analysis of analytics and extensive A/B testing

Not only are the tactics above not growth hacking, but they are also nothing new — this is online marketing as we’ve known it for years. It is not something proprietary and there are no secrets to it. SEO, SEM, SMO, SMM, content marketing, analytics, A/B testing, sales funnel/sales loop workflows and conversion optimization are fundamentals of online marketing and have been since the emergence each of these platforms.

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The archetype of the indispensable jack-of-all-trades startup employee doesnt just apply to engineers anymore.

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The term “full-stack developer” has been buzzing around the Internet for years as shorthand for a coder who can build everything from the back-end server to the front-end design and controls.

These optimally skilled people have inspired a “do it all” attitude across the entirety of the tech industry. Given their fragile nature, it’s clear that startups in particular need these jack-of-all-trades types. But that doesn’t just go for the engineering team.

With the relatively recent introduction of data-driven marketing, digital marketers are finally earning their keep in the eyes of the tech community. While full-stack devs are busy writing code in multiple languages, the ambitious “full-stack marketer” is carving out a comfortable place in startup culture.

I suspect that the growth hacker of yesterday is becoming the full-stack marketer of tomorrow, only this facet of their marketing faces in-house. Full-stack marketers need to get the technical team to keep the company marketing-friendly.

The marketing stack is complex and traverses every surface of the marketing funnel and the customer lifecycle. The beauty of a full-stack marketer is that he or she knows how to reach and engage every single touch point of these funnels and cycles. That’s why it’s important to understand search, social, blogging, PR, email marketing, remarketing, lead nurturing, and everything in between. Having this wealth of knowledge, however, does not mean that full-stack marketers need to be experts in every layer of the stack, but a company is better off hiring someone who has novice-like skills in HTML/CSS and search marketing and can build on those as needed, rather than someone who is solely driven by creative ideas.

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