STAGES OF FORMING AND IMPLEMENTING A GROWTH HACKING DIGITAL MARKETING STRATEGY IN STARTUPS

Abstract

This article provides a theoretical synthesis of approaches to forming and implementing a growth hacking digital marketing strategy in startups within the context of the digital transformation of the economy. It is shown that growth hacking represents a contemporary growth management concept that combines digital marketing tools, data analytics, and an experimental approach to management decision-making. The conceptual specificity of this approach lies in its orientation toward rapid testing of management decisions and scaling of effective practices based on the data obtained. It is determined that the application of this strategy enables fast and scalable startup growth under conditions of limited resources through the optimization of acquisition channels, increased user engagement, and effective product monetization. A structural model for implementing the growth hacking strategy is substantiated, encompassing the following interrelated stages: goal setting, team formation, process organization, and the use of tooling. The characteristics of applying the AARRR funnel as the foundational tool for managing user interactions are examined, enabling the systematization of acquisition, activation, retention, referral, and revenue processes. Particular attention is given to the interrelationships between the elements of this model, which ensures the coherence of management decisions in the process of achieving growth. It is established that the effectiveness of strategy implementation depends significantly on the integration of analytical, technological, and behavioral components into a unified management system. The role of the growth hacking team is analyzed – specifically the functions of the growth master – as well as the importance of interdisciplinary collaboration in ensuring the effectiveness of marketing decisions. It is found that the iterative nature of processes and the use of a data-driven approach create the prerequisites for continuous product improvement and strategy adaptation to changes in the market environment. The results obtained allow for the substantiation of the conceptual foundations of growth hacking strategy formation as a tool for ensuring the competitiveness and sustainable development of startups in the digital economy.