Saturday, July 15, 2017

Guerilla Marketing on the Internet

What is guerilla marketing? Per Wikipedia, it is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. Traditionally, guerilla marketing campaign involves physical advertising such as banner and other props. See below pictures for examples:

So, how does this relate to digital marketing? The internet is actually rife with examples of guerilla marketing due to its low cost and unlimited possibilities for creativity. Simple examples consist of using 'loading' pages or image alt texts to display an entertaining or informative message to users waiting to access the content they were trying to get to. Other methods include interesting web features such as engaging landing pages. The use of social media has also been popular in the past few years for guerilla marketing campaign; for examples, the use of Twitter to promote competition or to give away eBook and Live Stream on YouTube or Facebook Live as seen below.

If guerilla marketing is so good, why wouldn’t more people use this technique? There’s often an air of mystery to guerrilla marketing, and while it’s this sense of mystery that can often propel a campaign’s attention and notice, the lack of clarity can also skew audience interpretation. In addition, savvy audiences may call out brands who are implementing guerrilla marketing they don’t approve of. This is especially true of undercover marketing campaigns – if you’re caught, prepare to face the wrath.

In some sense, one could argue that modern digital marketing involves elements of guerilla marketing. In fact, I would further argue that marketing content that goes viral is a result of successful digital guerilla marketing. In this post, I’ve listed some of successful examples that have been used in the past. What other examples of Guerrilla marketing have you seen successfully used?


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