Investigation of growth hacking applications in the development architecture of digital marketing

The changing perception of marketing has directed marketing to different platforms. In this context, apart from well-known methods, marketing has found a new way for itself and it has started to reach the consumers more effectively. At this point, globalization and technological developments have an enormous impact on marketing. Accordingly, marketing benefits from all the benefits of the modern era. The most striking aspect of marketing is the digitization of marketing. Now, enterprises and entrepreneurs are more interested in the digital aspect of marketing and they are bringing their marketing activities to the digital area. Within this area, the newly emerged methods combined with the growth hacking process are perhaps the most important and most effective. With growth hacking, enterprises and entrepreneurs can find alternative ways of promoting their products, services and brands, while at the same time reaching consumers more effectively. In this thesis, the function of growth hacking applications is examined on the basis of growth hacking concept. Growth hacking components and important concepts related to growth hacking were examined in the study. In the last part of the thesis, there is a questionnaire conducted with 439 people working in the techno-initiative field of digital marketing. The primary purpose of this study is to determine the effect of growth hacking practices on the success or failure of startups (technological initiatives in the initial phase.) Keywords: Digital, Enterprise, Growth Hacking, Marketing