Unique Original Articles » Guerilla Marketing: the New Marketing

There’s a term out there in the marketing field that has gotten popular along the grapevine and mainstream media; we call it guerilla marketing, which others mistook as gorilla marketing.

Well, guerilla marketing in the real sense of the word means an unconventional means of marketing with low budget, leveraging on time, energy or effort, and imagination instead; this is subtle advertising in ways customers are not expecting. It has been popularized by Jay Conrad Levinson, who had various editions of a book written on this.

Guerilla marketing has different marketing styles. First is viral marketing; this makes use of existing resources, i.e., two people talk positively about your online business and these two will talk to two more and so on and so forth. It doesn’t require time, and sometimes it’s unstoppable.

There’s also ambient marketing. Indirectly creating a brand without pushing too hard on the product to its audience is what it’s all about. An example is having a van that looks like a cow in a grassy field to deliver fresh milk to its clients. Anyone can go, “What brand of milk is that with a van looking like a cow again?”

Presence marketing, on the other hand, is focused on making your product visible to a lot if not all channels: TV shows, web sites, Twitter updates, YouTube and other video sites. The more present, the more unforgettable you are is the principle behind presence marketing.

Grassroots marketing is more attuned to gaining individual customers rather than a massive appeal, which may be gone the sooner. It’s all into creating personal relationships with the customer than a large scale campaign.

Another guerilla marketing technique that really works well is experiential marketing. This has been adopted and found efficient by some companies in New York. A billboard ad on Charmin bathrooms was placed in NY pointing to some potty toilets customers can use. Here the idea is to let you experience the product and gain an emotional response or attachment at the most.

Guerilla marketing has set trends and concepts that totally work for online and offline customers. Many marketers have gone guerilla, but no they’re not being wild; they have become wiser.
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