Are today's growth/marketing channels genuinely new, or mostly old techniques in new packaging?

Hila Qu · Jan 18, 2023

All growth tactics have changed in the last five years, but the fundamental principles — scientific method, data, experimentation, human psychology — are unchanged

44:48 Tactics change constantly but fundamental principles of science data experimentation and psychology endure

Sri Batchu · Jul 26, 2023

The core PLG playbook has stabilized and is essentially unchanged over the last five years, even as specific tactics shift

51:42 Plg core playbook has stabilized and stayed unchanged over five years

Kipp Bodnar · Sep 28, 2022

No marketing tactic ever really dies; tactics go dormant for a long time and then come back around.

He assumed out-of-home advertising had died long ago and it is now returning, which taught him tactics only go dormant.

46:21 No tactic ever dies tactics go dormant and cycle back

Matt Lerner · May 31, 2024

Most growth channels are old — advertising and sales have existed forever — and only the programmatic long tail of influencers and product-led growth/network effects are genuinely new from the last decade

The democratization and long tail of influencers opening up programmatically is what's actually new, not influence itself

50:07 Only programmatic long tail and plg are genuinely new most channels are old

Harry Stebbings · May 31, 2024

Influencer marketing is not new — figures like Audrey Hepburn were influencers for what they wore and smoked; only the channel of presentation has changed

50:18 Influencer marketing is old only the presentation channel has changed