Guerrilla marketing and the Internet
Posted: Wed Dec 04, 2024 5:03 am
Guerrilla marketing is a strategy that uses creativity and few resources to surprise the public, impacting them in unconventional ways.
Moving away from traditional marketing channels such as television, radio, newspapers and magazines, guerrilla marketing uses a variety of tools to attract attention, with the aim of generating a high impact and having viral effects.
In this article we will understand a little more about the concept of guerrilla marketing. Let's look at its origins, as well as understand its importance within the world of the Internet.
And of course, check out some interesting examples of its use.
Index
What is guerrilla marketing and where does it come from?
Guerrilla marketing and the web
Why invest in guerrilla marketing
Some examples of guerrilla marketing
What is guerrilla marketing and where does it come from?
The name guerrilla marketing was coined by American writer and publicist Jay Conrad Levinson. The term was coined in his book Marketing de guerrilla , originally released in 1983, and now in its fourth edition.
The author's concept was inspired by the Vietnam War, in which North Vietnam used strategies with few resources, but with great impact and results on its adversaries, South Vietnam and the United States.
Guerrilla marketing is generally a strategy focused on high-traffic public places. Large cases are usually associated with external media, but in recent years, other strategies such as flash mob have gained prominence.
To identify a guerrilla action, we generally observe some points, such as:
high impact, surprise and creativity;
use of non-conventional channels or use of conventional channels in an original way;
use of different formats and low-cost actions.
Guerrilla Marketing Outline – Vero Contents
Guerrilla marketing and the web
In his book, Jay Conrad argues that the main chinese thailand b2c phone number data characteristic of guerrilla marketing is dialogue with the public. Interactivity and relationship building, as well as the Internet , are the basis of this strategy. This concept, as he points out in the book, contrasts with traditional marketing, which is a monologue.
An important feature today is the convergence with the web . With the use of creativity, both can be low-cost strategies and can be used by small business owners. Therefore, it is not just a universe of big brands.
But where the web and guerrilla marketing really meet is in the high power of viralization. The web even serves as a complement to disseminate large and successful guerrilla marketing campaigns.
This goes against the most current marketing concepts, where the tripod “inform, convince and motivate” is no longer enough to attract the consumer. Surprising, interacting and sharing are part of everyday life on the web and guerrilla marketing allows us to strengthen this relationship with the public.
It is therefore possible to combine the two strategies, bringing the guerrilla marketing audience to the Internet. As both allow interaction with users, it is possible to create a database for later use on the web.
In addition, medios de comunicación social can be used to improve the results of guerrilla marketing campaigns. These, in turn, can be used to improve results on social media.
Why invest in guerrilla marketing
The first point is the low-cost impact. The strategy can be used by brands of all sizes and budgets and provides the opportunity to bring the public closer to your product/service.
This is an important step to think about. In today's marketing, audiences want much more from brands. Being present in the consumer's mind today requires authenticity and creativity.
Creating an immediate impact and bringing this consumer to social media is a way to avoid having to “borrow” your audience. Facebook or Instagram . In times of less reach on social media, guerrilla marketing can be a great way to surprise and generate engagement on social media.
Some examples of guerrilla marketing
Flashmob actions have already become famous on the web. We have separated two actions that went viral on the web a few years ago and were very successful. The first one, from 2011, is in the Stockholm subway. The second is about Tic Tac tablets, from 2012.
A very interesting action, carried out in 2006 by the recruitment and selection website Jobsintown.de, used external media to impact the public (high impact, by the way).
Guerrilla Marketing - City Jobs
And how about this really cool action from a German dental implant insurance company?
Guerrilla Marketing - Dental Implant Insurance
These few examples we've shown show the power of a good guerrilla marketing campaign. Good humour, great ideas and a lot of creativity can make a small effort a big success. But we can't forget the power of taking these campaigns to the web, where reach and sharing will certainly make a good campaign take off.
Moving away from traditional marketing channels such as television, radio, newspapers and magazines, guerrilla marketing uses a variety of tools to attract attention, with the aim of generating a high impact and having viral effects.
In this article we will understand a little more about the concept of guerrilla marketing. Let's look at its origins, as well as understand its importance within the world of the Internet.
And of course, check out some interesting examples of its use.
Index
What is guerrilla marketing and where does it come from?
Guerrilla marketing and the web
Why invest in guerrilla marketing
Some examples of guerrilla marketing
What is guerrilla marketing and where does it come from?
The name guerrilla marketing was coined by American writer and publicist Jay Conrad Levinson. The term was coined in his book Marketing de guerrilla , originally released in 1983, and now in its fourth edition.
The author's concept was inspired by the Vietnam War, in which North Vietnam used strategies with few resources, but with great impact and results on its adversaries, South Vietnam and the United States.
Guerrilla marketing is generally a strategy focused on high-traffic public places. Large cases are usually associated with external media, but in recent years, other strategies such as flash mob have gained prominence.
To identify a guerrilla action, we generally observe some points, such as:
high impact, surprise and creativity;
use of non-conventional channels or use of conventional channels in an original way;
use of different formats and low-cost actions.
Guerrilla Marketing Outline – Vero Contents
Guerrilla marketing and the web
In his book, Jay Conrad argues that the main chinese thailand b2c phone number data characteristic of guerrilla marketing is dialogue with the public. Interactivity and relationship building, as well as the Internet , are the basis of this strategy. This concept, as he points out in the book, contrasts with traditional marketing, which is a monologue.
An important feature today is the convergence with the web . With the use of creativity, both can be low-cost strategies and can be used by small business owners. Therefore, it is not just a universe of big brands.
But where the web and guerrilla marketing really meet is in the high power of viralization. The web even serves as a complement to disseminate large and successful guerrilla marketing campaigns.
This goes against the most current marketing concepts, where the tripod “inform, convince and motivate” is no longer enough to attract the consumer. Surprising, interacting and sharing are part of everyday life on the web and guerrilla marketing allows us to strengthen this relationship with the public.
It is therefore possible to combine the two strategies, bringing the guerrilla marketing audience to the Internet. As both allow interaction with users, it is possible to create a database for later use on the web.
In addition, medios de comunicación social can be used to improve the results of guerrilla marketing campaigns. These, in turn, can be used to improve results on social media.
Why invest in guerrilla marketing
The first point is the low-cost impact. The strategy can be used by brands of all sizes and budgets and provides the opportunity to bring the public closer to your product/service.
This is an important step to think about. In today's marketing, audiences want much more from brands. Being present in the consumer's mind today requires authenticity and creativity.
Creating an immediate impact and bringing this consumer to social media is a way to avoid having to “borrow” your audience. Facebook or Instagram . In times of less reach on social media, guerrilla marketing can be a great way to surprise and generate engagement on social media.
Some examples of guerrilla marketing
Flashmob actions have already become famous on the web. We have separated two actions that went viral on the web a few years ago and were very successful. The first one, from 2011, is in the Stockholm subway. The second is about Tic Tac tablets, from 2012.
A very interesting action, carried out in 2006 by the recruitment and selection website Jobsintown.de, used external media to impact the public (high impact, by the way).
Guerrilla Marketing - City Jobs
And how about this really cool action from a German dental implant insurance company?
Guerrilla Marketing - Dental Implant Insurance
These few examples we've shown show the power of a good guerrilla marketing campaign. Good humour, great ideas and a lot of creativity can make a small effort a big success. But we can't forget the power of taking these campaigns to the web, where reach and sharing will certainly make a good campaign take off.