Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Aspect
Explanation
Definition
Guerrilla Marketing is an unconventional and creative marketing strategy that relies on low-cost and unconventional tactics to promote a product, service, or brand. It often involves surprising and engaging consumers in unexpected ways to generate buzz and attention.
Key Concepts
– Creativity: Innovative and out-of-the-box thinking to create memorable and unique marketing campaigns. – Low Budget: Emphasis on cost-effectiveness and maximizing results with minimal financial resources. – Surprise Element: Unexpected and attention-grabbing tactics to create buzz. – Unconventional Channels: Utilization of non-traditional marketing channels and platforms.
Characteristics
– Ambush Marketing: Often involves “ambushing” or intercepting the attention of the target audience at unexpected moments. – Memorable: Aims to create lasting impressions and memorable experiences. – Viral Potential: Campaigns designed to go viral and be shared widely. – Risk-Taking: Requires taking risks and challenging conventional marketing norms.
Examples
– Flash mobs in public spaces to promote a brand or product. – Clever and provocative graffiti or street art campaigns. – Viral social media challenges or contests. – Pop-up stores or events in unexpected locations.
Advantages
– Cost-Effective: Achieves results with limited financial resources. – Memorable: Creates lasting impressions and word-of-mouth buzz. – High Impact: Often generates significant media and public attention. – Creative Freedom: Allows marketers to think outside the box and be unconventional.
Challenges
– Risk of Backlash: Unconventional tactics may sometimes backfire or offend audiences. – Limited Control: Guerrilla campaigns can be difficult to control once they are out in the public domain. – Measurement: Can be challenging to measure and track the success of guerrilla marketing efforts. – Legal and Ethical Concerns: May raise legal and ethical issues, especially in public spaces.
Adoption Trends
Guerrilla Marketing continues to be popular among brands and marketers looking to create memorable and impactful campaigns in a cluttered advertising landscape. The rise of social media has also provided new avenues for guerrilla campaigns to go viral.
Conclusion
Guerrilla Marketing is a creative and cost-effective marketing strategy that relies on unconventional tactics to create memorable and impactful campaigns. While it can generate significant buzz and attention, it also carries risks and requires careful planning and execution. Marketers must be prepared to think outside the box and take calculated risks to succeed in guerrilla marketing.
Unconventionality is the key to guerrilla marketing because it creates a buzz and gets people talking.
Guerrilla marketing gets its name from guerrilla warfare, where small, independent groups use irregular tactics to fight a larger, unified force.
Effective guerrilla marketing campaigns take consumers who are engaged in their daily lives by surprise – tying emotions to a brand in the process.
Guerrilla marketing is cost-effective in that it seeks to repurpose existing promotional content in the environment the target audience operates in.
The real “cost” of this technique is in the ability to think in a creative fashion and create buzz around a brand at minimal expense.
The ultimate goal of guerrilla marketing is to create enough buzz that campaigns go viral online.
Thus, these campaigns are usually executed in highly visible public spaces including parks, shopping malls, beaches, and at sporting events.
Types of guerrilla marketing
Guerrilla marketing may appear to be relatively specialized at first glance, but there are several sub-types.
Outdoor/street
Outdoor marketing adds a surprise element to existing urban environments. For example, Volkswagen hung cartoon thought bubbles over parked cars of various competitor models in Dubai.
The thought bubbles read “I wish I was a Volkswagen.”
Numerous cancer awareness organizations have also placed morgue toe-tags on sleeping sunbathers to start conversations about sun protection.
Indoor
Indoor guerrilla marketing is most commonly seen in shops, train stations, and public thoroughfares and can be more targeted than outdoor marketing.
Guinness created custom advertising that wrapped around pool cues in pubs, reminding players to make the very natural association between pool and beer.
A Swiss skydiving school also used stickers on the floors of public elevators to simulate the view a consumer might have while plummeting to the ground.
Experiential
Experiential guerrilla marketing involves the design of immersive or pop-up experiences that allow consumers to get a “feel” for the brand.
These experiences are usually sensory in nature and foster emotional bonds between brands and consumers.
Energy drink Red Bull partnered with extreme athlete Felix Baumgartner to document the world’s highest skydive, solidifying the catchphrase “Red Bull gives you wings” among loyal fans.
Paper towel company Bounty left giant, edible popsicles on the streets of New York to melt in the sun with an accompanying billboard reading “Makes small work of big spills.”
Other interesting cases of Guerrilla Marketing
A great example of outdoor guerrilla marketing below.
Also great copyrighting in the right street environment can be a great guerrilla marketing tactic.
Another great example of transforming a bench into a real-life shaped KitKat.
IKEA’s “Everyday Fabulous” Bus Stop: In a bus stop ad campaign, IKEA transformed a regular bus stop in London into a cozy living room, complete with IKEA furniture, inviting commuters to experience a taste of home comfort while waiting for their buses.
McDonald’s “Follow the Arches” Campaign: In Brazil, McDonald’s ran an innovative guerrilla marketing campaign by removing its logo and just displaying the iconic golden arches. The idea was to show that the brand was so well-known that people recognized it without the name.
Carlsberg’s “Probably the Best Poster in the World”: Carlsberg placed interactive billboards in London and Sweden that dispensed free beer to people who could open a bottle in front of the billboard, creating a fun and engaging experience.
Red Bull’s Flugtag: Red Bull organized the Flugtag (Flight Day) event where teams built homemade flying machines and launched them off a platform into the water. It’s an experiential marketing campaign that emphasizes the brand’s “gives you wings” slogan.
National Geographic’s “Shark Bus”: To promote their Shark Week programming, National Geographic transformed a public bus in Australia into a lifelike shark, making it appear as if the bus was being eaten by a giant shark.
Oreo’s “Daily Twist” Campaign: To celebrate their 100th anniversary, Oreo launched the “Daily Twist” campaign, creating 100 different Oreo-themed ads over 100 days, each one tying into a current event or pop culture reference.
The Economist’s Red Wagon: The Economist placed red wagons filled with copies of their magazine in various locations in New York City. This eye-catching display symbolized “The Economist is red hot.”
Airbnb’s Floating House: To promote listings in Australia, Airbnb floated a house on the Sydney Harbor. This house showcased Airbnb’s unique and unconventional lodging options.
WWF’s “Ink Only What You Need” Campaign: The World Wildlife Fund printed documents with animal-shaped fonts to encourage people to save ink and reduce waste, emphasizing their message of conservation.
Axe’s “Susan Glenn” Campaign: Axe (known as Lynx in some countries) launched a mysterious campaign that featured billboards with the text “Susan Glenn: If you can’t change your girl, change your deodorant.” The campaign generated buzz as people tried to figure out who Susan Glenn was and what it meant.
Key takeaways:
Guerrilla marketing is a low-cost, high-impact form of unconventional marketing.
Guerrilla marketing relies on the element of surprise to form emotional bonds between consumers and brands.
Guerrilla marketing has many indoor and outdoor applications. It can also be used so that consumers experience a brand before buying from it.
Key Highlights of Guerrilla Marketing:
Definition: Guerrilla marketing is an advertising strategy characterized by low-cost, unconventional tactics that have a high impact. It was coined by Jay Conrad Levinson in 1984 and is most effective with existing customers familiar with a brand.
Unconventionality: Unconventional approaches are central to guerrilla marketing, creating a buzz and generating word-of-mouth attention.
Inspiration from Guerrilla Warfare: The term “guerrilla marketing” draws inspiration from guerrilla warfare, where small, independent groups use irregular tactics against larger forces.
Surprise and Emotion: Effective guerrilla marketing campaigns surprise consumers in their daily lives, evoking emotions and forming connections with a brand.
Cost-Effective: Guerrilla marketing repurposes existing promotional content within the target audience’s environment, making it cost-effective. The real cost lies in creativity and generating buzz with minimal expense.
Viral Potential: The ultimate goal is to create enough buzz for campaigns to go viral online. These campaigns are often executed in highly visible public spaces.
Types of Guerrilla Marketing:
Outdoor/Street: Adds surprise elements to urban environments, such as creative car decals or thought-provoking displays in public spaces.
Indoor: Seen in shops, train stations, and public areas, it can be more targeted and interactive.
Experiential: Involves immersive or pop-up experiences that allow consumers to connect with a brand on a sensory and emotional level.
Examples:
Volkswagen’s thought bubbles on competitor cars in Dubai.
Guinness wrapping pool cues in pubs for association with the brand.
Red Bull’s partnership with Felix Baumgartner for a high-altitude skydive.
Bounty’s giant, melting popsicles on New York streets with a clever billboard.
Visual Examples: The provided Pinterest links showcase excellent instances of outdoor guerrilla marketing, copyrighting in street environments, and creative transformations of everyday objects into brand-related items.
Related Frameworks
Description
When to Apply
Ambush Marketing
– A marketing strategy where a brand associates itself with an event or property without being an official sponsor. Ambush Marketing aims to capitalize on the visibility and audience of the event while avoiding the costs and restrictions associated with official sponsorship.
– When seeking to gain exposure and visibility around major events without being an official sponsor. – Employing Ambush Marketing to generate buzz, hijack competitor efforts, and maximize brand exposure effectively.
Experiential Marketing
– A marketing approach that focuses on creating immersive and memorable experiences for consumers to engage with a brand directly. Experiential Marketing involves interactive activations, events, and installations that evoke emotions, drive engagement, and foster brand connections.
– When aiming to create meaningful interactions and emotional connections with target audiences. – Implementing Experiential Marketing to drive brand awareness, encourage trial, and deepen customer relationships effectively.
Street Marketing
– A form of guerrilla marketing that targets consumers in public spaces using unconventional tactics such as street art, flash mobs, or guerrilla projections. Street Marketing aims to capture attention, spark curiosity, and generate word-of-mouth buzz in high-traffic areas.
– When seeking to engage with consumers in urban environments and create buzz around a brand or product. – Leveraging Street Marketing to disrupt consumer routines, drive foot traffic, and generate viral content effectively.
Viral Marketing
– A marketing strategy that relies on consumers to spread a brand’s message rapidly through social sharing and word-of-mouth referrals. Viral Marketing campaigns often leverage compelling content, humor, or controversy to encourage sharing and engagement.
– When aiming to reach a wide audience quickly and generate buzz around a brand or campaign. – Creating Viral Marketing content that resonates with target audiences, encourages sharing, and drives organic reach and engagement effectively.
Influencer Marketing
– A marketing strategy that involves collaborating with influential individuals or personalities to promote products or services to their followers. Influencer Marketing leverages the credibility, reach, and influence of influencers to amplify brand messages and drive consumer engagement and purchasing decisions.
– When aiming to reach specific niche audiences and leverage the influence of individuals with large social followings. – Partnering with influencers to authentically endorse products, create sponsored content, and drive brand awareness and sales effectively.
Guerilla Public Relations (GPR)
– A PR strategy that employs unconventional and attention-grabbing tactics to garner media attention and coverage. Guerilla Public Relations (GPR) involves creative stunts, events, or campaigns designed to generate buzz, spark conversations, and secure press coverage for a brand or cause.
– When seeking to generate media coverage and enhance brand visibility through creative PR initiatives. – Using Guerilla Public Relations (GPR) to create newsworthy events, tell compelling stories, and earn editorial coverage effectively.
Buzz Marketing
– A marketing technique that aims to generate excitement, anticipation, and word-of-mouth buzz around a product or campaign. Buzz Marketing relies on creating intriguing or provocative content, leveraging influencers, and encouraging early adopters to spread the word organically.
– When aiming to create anticipation and generate viral buzz around a new product launch or marketing campaign. – Deploying Buzz Marketing tactics to ignite consumer interest, drive social sharing, and build momentum effectively.
Undercover Marketing
– A stealth marketing tactic where brands promote products or services to consumers without them realizing they are being marketed to. Undercover Marketing involves integrating product placements, endorsements, or brand messaging seamlessly into everyday situations or entertainment content.
– When aiming to create subtle brand exposure and influence consumer perceptions without overt advertising. – Implementing Undercover Marketing to reach audiences authentically, build brand affinity, and drive purchase intent effectively.
Grassroots Marketing
– A marketing approach that focuses on building support and momentum from the ground up, often targeting local communities or niche audiences. Grassroots Marketing involves grassroots organizing, community engagement, and leveraging word-of-mouth referrals to drive brand awareness and loyalty.
– When seeking to build brand loyalty and advocacy within specific communities or among niche audiences. – Engaging in Grassroots Marketing activities to mobilize supporters, foster community connections, and drive positive word-of-mouth effectively.
Shockvertising
– A marketing strategy that uses shocking or controversial imagery, messages, or themes to capture attention, provoke emotions, and stimulate dialogue around a brand or social issue. Shockvertising aims to break through clutter, challenge norms, and leave a lasting impression on viewers.
– When seeking to create memorable and impactful advertising campaigns that stand out from competitors. – Employing Shockvertising to spark conversations, drive social sharing, and raise awareness effectively.
What is an example of guerrilla marketing?
An example of outdoor guerrilla marketing is when Volkswagen hung cartoon thought bubbles over parked cars of various competitor models in Dubai. The thought bubbles read, “I wish I was a Volkswagen.”
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
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