thesis about guerrilla marketing

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Asian Journal of Marketing

• Vol 5 (2), 2011

Review Article

Guerrilla marketing: the nature of the concept and propositions for further research.

Received: February 23, 2011;   Accepted: May 06, 2011;   Published: October 27, 2011

How to cite this article

Introduction.

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EXAMINING THE IMPACT OF GUERRILLA MARKETING ON CUSTOMERS LOYALTY THROUGH BRAND TRUST

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Impact of Guerrilla Marketing on the Buying Behavior of Consumers

Journal of Emerging Technologies and Innovative Research (JETIR)

5 Pages Posted: 18 Nov 2021

Rashi Singhal

IMS Ghaziabad

Date Written: March 22, 2021

Guerrilla promoting is a forefront technique in thing showcasing that uses offbeat or exceptional strategies for raising the thing to the market. This advancing style relies seriously upon capricious advertising technique, high energy and innovative brain. Guerrilla advertising incorporates odd philosophies, for instance, get encounters with no attempt at being subtle spots, street giveaways of things, or any whimsical promoting intended to get most outrageous results from immaterial resources. More inventive approaches to manage Guerrilla advertising by and by utilize compact modernized developments to attract the customer and make a significant brand knowledge. Guerrilla advertising is a negligible exertion method which makes ideal for firms who don't have colossal promoting monetary plans. Its success will depend upon its social affirmation and create substance rather than vulgar considerations. Guerrilla publicizing differs from standard publicizing in that it is imaginative and considers most noteworthy turnover while experiencing insignificant proportion of money since it can benefit by innovative methods and uncommon techniques. Guerrilla advertising uses various methodology which keep costs at any rate, and it is utilized for associations that have a say about their things. Clearly this approach to manage showcasing incorporates strategies, anyway these are not perceived as TV fittings or ads which solely intercede in the perspective on the group; rather, this kind of advancing appears in unanticipated regions, Guerrilla sorts of promoting offer associations various opportunities to help advertising projections utilizing astounding methods. The inspiration driving this examination is to check the impact of guerilla advertising on purchaser buying conduct.

Keywords: Guerrilla marketing, low cost strategy, Impact, Buying Behavior

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GUERRILLA MARKETING -A LITERATURE REVIEW

Guerrilla marketing subsumes unconventional marketing strategies adopted to position the product in the minds of the prospective and existing consumers. Effective marketing communication assumes importance in the current scenario and plays as a vital tool for creation of brand image and brand recall. Though unconventional marketing strategies are adopted across the globe, only a few researches were carried out in India. Thus this paper aims to present a literature review on Guerrilla Marketing and its related dimensions.

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International Journal of Business and Emerging Markets

Harshita Gupta

HUMANITIES AND SOCIAL SCIENCE STUDIES`

The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to delineate (Dahlén et al., 2009). The idea of guerrilla marketing is incredibly pertinent in a world where advertisers compete for customers' attention by being more strategic and ingenious with their marketing operations (Koeck & Warnaby, 2014). It is a novel, unconventional, and captivating method of marketing intended to pique interest and spread word of mouth (Dinh & Mai, 2015). The core of guerrilla marketing, in contrast to normal marketing efforts, is more about communicating a distinctive image or identity concerning a firm than it is about outlining the characteristics and benefits of the product (Lee et al., 2018). Therefore, the purpose of this paper is to explore how guerrilla marketing influences customer preferences. This article seeks to evaluate the efficacy of guerrilla marketing strategies in raising brand recognition, boosting brand loyalty, and eventually influencing customer purchasing behaviour. The outcomes of the study will offer focused insights to marketers and companies seeking to leverage guerrilla marketing effectively in their advertising endeavours.

Modern Economy

ebru onurlubas

In developing technology and differentiating markets, businesses have resorted the way of increasing their competitiveness by taking advantage of new marketing methods in order to stand out in the market. Within this context, companies have started to use different marketing strategies in order to be more effective in the market and to maintain their presence and awareness in different ways. Guerrilla marketing is an important marketing technique that small and medium-sized businesses are using with minimum marketing investments in extraordinary ways at unexpected times to attract attention of the target audience in today's increasingly competitive environment. This study focuses on guerrilla marketing which is an important marketing technique that small and medium-sized enterprises (SMEs) have applied, using unusual methods, in unexpected times, with minimum marketing investments to attract the attention of target audience in today's increasingly competitive environment. In order to determine the consumer perception about guerrilla marketing methods, a survey was applied to 384 people living in İzmir. Factor analysis was applied to the obtained survey data in SPSS 22 statistics program.

Ijaems Journal

—In this economic and conventional world, company doing conventional things unconventionally. Company is doing their advertising for the consumer demands through creativity and their budget. In recent times bulk marketing in the sales process of company gain maximum benefit at the minimum cost. Therefore, the term " Guerrilla marketing " is used to describe an unusual system of promotions on a very low budget, relying on time, energy, and the imagination instead of big marketing budgets. This is nothing but to describe aggressive, unusual marketing methods generically. The paper serves to explore the uses and needs for the Guerrilla marketing approach and how they are superior and different from the traditional marketing tactics. In this paper we will describe cost cutting and bearing maximum impact on the consumer will also be highlighted. This paper also will try and understand the terminology, its literature, application to the small business and profitability.

أحمد حازم الطماوي

Bolarinwa E Mowemi

Guerrilla marketing is an unconventional and low cost marketing strategy that achieves significant and distinctive effects compared to traditional marketing strategies. It is new, fresh and not as explicitly explored academically as other marketing methods. This paper reviews guerrilla marketing as brand repositioning strategy and how it can negatively affect managerial creativity if not well planned and carried out. Guerrilla advertising campaigns of Guinness Nigeria Plc. and Nigerian Breweries Limited are studied. In the mini study conducted to corroborate assertions made through the audited record of Guinness Nigeria on sales, interviewees were selected using stratified, convenience and purposive sampling techniques, based on low and high density areas. This paper, driven by hypodermic needle theory, establishes that guerrilla marketing, though it is one of the best marketing and advertising strategies, does not always enhance sales of products. That notwithstanding, it can be used to create distinctive competitive position in the Nigerian market, including brewing market. Also, this paper posits that if guerrilla marketing strategies are synergized with traditional marketing strategies, proper repositioning of products in the market and creation of surprising effects on consumers will be easily achieved. This paper then presents some suggestions for further research on conditions that drive consumers to dislike and reject a certain guerrilla campaign.

International Business Research

Giancarlo Scozzese

Arnaud Prevot

Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear positive effect on the bottom line, the net effect on the brand's equity as perceived by the consumer had yet to be fully analyzed. The author contends that the effect will depend not only on how the consumers will perceive how they are being marketed to, through Guerrilla Marketing, but also depends on the medium used by the campaign. The author argues that the effects on brand equity can be either positive, negative or neutral. Being built on the element of surprise, Guerrilla Marketing tactics can often be praised for their originality, or blamed for being a nuisance, or a danger to local communities.

Communication Review

Alex Fattal

Review of Guerrilla Marketing by Diego Cortes in The Communication Review

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Digitala Vetenskapliga Arkivet

• Guerrilla marketing: and its effects on consumer behavior
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Belić, Sandra

Jönsson, emelie, abstract [en].

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing.

The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful.

Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection.

The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.

This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.

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Guerilla Marketing in the Digital Age: Tactics and Trends

• Douglas Lamont
• March 7, 2024

Guerilla Marketing in the Digital Age

As a vanguard in the realm of advertising, we at TLG Marketing champion the inventive essence of Guerilla Marketing in the Digital Age. Deeply rooted in the element of surprise and unconventional warfare tactics, guerrilla marketing seizes the consumer’s attention in a way that traditional marketing often falls short. By leveraging the boundless opportunities afforded by digital platforms, we revitalize this renegade approach, harnessing the very pulse of innovation to captivate and engage.

The Evolution of Guerrilla Marketing in the Digital Era

Historically, guerrilla marketing has depended on physical presence and word-of-mouth to generate buzz. However, as we sail through the digital zeitgeist, our strategies have evolved exponentially. The spontaneous street campaigns of yesteryear have transformed into immersive online experiences. The digital expansion permits stealthy tactics to proliferate across social media, blogs, and websites, blurring the lines between the ordinary and the extraordinary. It is through this metamorphosis that we find new avenues to execute innovative online advertising strategies for our clients, ensuring their brand stays not just relevant, but revolutionary.

Importance of Guerilla Marketing in Today’s Digital Landscape

In a world inundated with digital noise, standing out is synonymous with survival. Our application of guerrilla marketing in this age is not just an approach—it is an imperative. We understand that to resonate with the modern consumer, a brand must be bold, relentless in creativity, and fluent in the language of their audience. Thus, social media viral campaigns have become a critical arrow in our quiver, allowing clients to tap into the zeitgeist of now and engage with users in a manner that feels personal, authentic, and groundbreaking. As TLG Marketing, we thrive at this intersection of artistry and analytics, crafting campaigns that not only draw eyes but likewise etch our clients’ messages onto the tablets of today’s cultural lexicon.

Incorporating Guerilla Marketing Tactics into Digital Strategies

We understand the power of combining traditional guerrilla marketing methods with the latest digital strategies. Our approach is laser-focused on creating compelling, share-worthy campaigns that grab attention and encourage interaction. We leverage the widespread reach of digital platforms to execute campaigns that resonate on a personal level and spark conversations. Furthermore, we carefully craft our online presence to reflect our brand’s personality and values, ensuring that each campaign supports a cohesive brand image.

Guerilla Marketing in the Digital Age: Unconventional Tactics

As pioneers in Guerilla Marketing in the Digital Age, we’ve developed a toolkit of innovative online advertising strategies that push the boundaries of conventional marketing. Included in this arsenal are tactics such as:

• Surprise flash mobs orchestrated across social media platforms that generate buzz and foster a sense of community engagement.
• Augmented reality experiences that bring products to life in consumers’ environments, showcasing our clients’ brands in a captivating, immersive fashion.
• Interactive contests and scavenger hunts that harness the power of mobile technology, inviting consumers to actively participate in brand storytelling.

We deploy these strategies with precision, ensuring that each campaign is optimized for maximal effect and engagement.

Case Study Analysis: Successful Guerilla Marketing in the Digital Age Campaigns

In reviewing some of the most impactful campaigns, we’ve unearthed key lessons that shape our guerrilla marketing initiatives. Social media viral campaigns have proven to be one of the most effective avenues for guerrilla marketing. For instance, our analysis of surprise product giveaways on live streams not only generated immediate excitement but also resulted in long-term brand loyalty. Equally, we’ve observed the lasting impact of user-generated content campaigns, where customers become brand ambassadors through their own creative expressions.

Benefits and Challenges of Digital Guerilla Marketing

While embracing the innovative realm of digital guerrilla marketing, we also recognize and prepare for potential challenges. Among the advantages are cost-efficiency, the ability to quickly adapt and pivot, and the potential to reach vast audiences rapidly. Conversely, we are mindful of the limitations, including the unpredictable nature of viral content and the necessity for content to align with brand identity to avoid conflicting messaging.

Our agility in the face of these challenges stems from our expertise and our willingness to experiment with new paradigms. As we continue to innovate, we strive to maintain a delicate balance between risk and reward, pushing creative boundaries while safeguarding brand integrity.

Did you know that the Ice Bucket Challenge was a guerrilla marketing success, raising $115 million for ALS research through viral social media engagement?

Pros, Cons, and Predictions: The Future of Guerilla Marketing in the Digital Age

As we delve into the intricacies of Guerilla Marketing in the Digital Age, it is essential to explore both the advantages and potential pitfalls that lie within this effective marketing strategy. Guerilla marketing enables us to create impactful, innovative campaigns that deviate from traditional marketing norms and captivate our audience’s attention. However, like any strategy, there are limitations and risks associated with these non-traditional approaches. Understanding these can help us maximize our campaigns’ impact and minimize potential fallout.

Advantages and Possible Drawbacks of Implementing Digital Guerilla Marketing

Digital guerilla marketing can be a game-changer in our journey towards efficient and effective marketing. Its ability to create resonant, organic buzz through unique initiatives can equal success in our social media viral campaigns. Further, innovative online advertising strategies can have an edge in engaging audiences on a deeper, more personal level. Conversely, given its unconventional nature, the unpredictability that guerilla marketing often brings could potentially backfire and not resonate as intended with our target audience.

However, armed with a keen understanding of our target market and bolstered by sound facebook management , we can mitigate these potential issues and solidify our position in the marketplace through guerilla marketing strategies.

Future Trends: The Prospective Landscape of Guerilla Marketing in the Digital Age

Despite its potential pitfalls, the future of Guerilla Marketing in the Digital Age looks promising. Rapid advances in technology are paving the way for even more innovative and groundbreaking campaigns that can captivate our consumers and shape marketing trends. With the growth of immersive technologies such as virtual and augmented reality, we foresee a shift towards more interactive and experiential guerilla marketing strategies that can leave indelible impressions on our audience.

Final musings: Harnessing the Power of Digital Guerilla Marketing

As we reflect on Guerilla Marketing in the Digital Age, it is evident that the challenges it poses are well worth the captivating engagement and strong customer bonds it fosters. By effectively navigating potential drawbacks and continually refining our techniques, we can leverage digital guerilla marketing to create disruptive, effective campaigns that set us apart in a sea of conventional online advertising strategies.

Guerrilla marketing in the digital age refers to the use of innovative, low-cost marketing tactics that leverage digital tools and platforms to create impactful, buzzworthy campaigns. These tactics prioritize creativity and unconventional methods to capture the audience’s attention online.

Given the saturation of traditional advertising, guerrilla marketing tactics provide a fresh approach to capturing consumer interest. They often cut through the noise of standard marketing channels, fostering a unique connection with the digital audience and encouraging viral sharing.

Businesses can integrate guerrilla marketing by embracing unconventional tactics, such as viral social media challenges, interactive digital experiences, or surprise pop-up online events. Such strategies should be carefully planned to align with the brand’s identity and target demographic.

Examples include campaigns that have caused widespread media coverage due to their unconventional approach, such as a remarkable augmented reality event or a compelling social media narrative that encourages user participation and spreads organically.

Digital guerrilla marketing often requires less financial investment and can produce a more significant impact through its creativity and the element of surprise. The interactive nature of digital platforms also makes these campaigns more shareable and engaging for online audiences.

Potential limitations include the unpredictability of public reaction, the risk of misinterpretation, and the reliance on the campaign’s organic virality, which can sometimes fall short of expectations. Additionally, such campaigns may face legal or ethical scrutiny if not carefully managed.

The increasing use of immersive technologies, like virtual and augmented realities, and the ever-evolving social media landscapes are set to define the next wave of guerrilla marketing. These technologies can create more interactive and memorable experiences for consumers.

By conducting in-depth audience research, scenario planning, and crisis management preparation, marketers can mitigate risks. Moreover, by leveraging data analytics and feedback, campaigns can be fine-tuned for better resonance with the target demographic.

Yes, the effectiveness of digital guerrilla marketing can be tracked through digital analytics, such as engagement rates, social media shares, and the campaign’s overall reach and impact on sales or brand recognition.

Businesses need to be well-versed in advertising laws and ensure all content is transparent and does not mislead consumers. Maintaining ethical standards and respecting privacy is of paramount importance, as is obtaining all necessary permissions for any public or digital activations.

How Can TLG Help?

Helpful articles, personalized customer journey mapping: enhancing digital strategy, last touch attribution modeling: unveil its business power, search intent optimization for seo: key strategies & tools, content marketing for public relations: key strategies for success.

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