Vanessa_Camones is the founder and CEO of_theMix agency, a full-service marketing and communications boutique. If we’re to believe the buzz around “growth hacking,” companies should totally toss traditional marketing methods out the window and simply drive growth by leveraging user data, social sharing features, and other tools. While those are important, the emphasis on “hacking” can lead companies to miss some important distinctions: While growth hackers may enjoy a measure of hype now, they should prepare for a coming backlash. Social media marketing enjoys about as much hoopla, even when it isn’t always clear how it drives ROI. With growth...

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