viral / guerilla / ambient marketing
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Viral Marketing
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources
Source: http://www.wilsonweb.com/wmt5/viral-principles.htm
Guerilla Marketing
• Guerrilla Marketing is specifically geared for the small business and entrepreneur.
• It should be based on human psychology instead of experience, judgment, and guesswork.
• Instead of money, the primary investments of marketing should be time, energy, an imagination.
• The primary statistic to measure your business is the amount of profits, not sales.
• The marketer should also concentrate on how many new relationships are made each month.
• Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
• Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
• Forget about the competition and concentrate more on cooperating with other businesses.
• Guerrilla Marketers should always use a combination of marketing methods for a campaign.
• Use current technology as a tool to empower your business.
Source: Jay Conrad Levinson Guerrilla Marketing(1984)
Ambient Marketing
Viral marketing/advertising is used to increase brand awareness or relay a specific message through self replicating viral processes. This type of marketing is distributed either through word of mouth or enhanced by the network effects of the internet and pre-existing social networks. This type of marketing often experiences exponential growth in the message's exposure and influence as word of mouth grows. While some viral marketing strategies work better than other, nearly all successful strategies embrace a few if not all the principles from the following list.
1. Gives away products or services
2. Provides for effortless transfer to others
3. Scales easily from small to very large
4. Exploits common motivations and behaviors
5. Utilizes existing communication networks
6. Takes advantage of others' resources
Source: http://www.wilsonweb.com/wmt5/viral-principles.htm
Guerilla Marketing
Guerilla marketing is another form of alternative advertising which focuses on low cost, creative strategies rather than big marketing budgets. Guerilla marketing often uses unconventional methods to target consumers in unexpected places. Guerilla marketing is typically found in public places to achieve maximum results. Street giveaways of products and/or PR stunts are common guerilla marketing strategies. To summarize, guerilla marketing involves minimum cost for maximum impact.
• Guerrilla Marketing is specifically geared for the small business and entrepreneur.
• It should be based on human psychology instead of experience, judgment, and guesswork.
• Instead of money, the primary investments of marketing should be time, energy, an imagination.
• The primary statistic to measure your business is the amount of profits, not sales.
• The marketer should also concentrate on how many new relationships are made each month.
• Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
• Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
• Forget about the competition and concentrate more on cooperating with other businesses.
• Guerrilla Marketers should always use a combination of marketing methods for a campaign.
• Use current technology as a tool to empower your business.
Source: Jay Conrad Levinson Guerrilla Marketing(1984)
Ambient Marketing
Ambient marketing is another growing marketing strategy. Ambient marketing strategies typically stray from traditional media to create intelligent and creative marketing messages. These messages often produce mass attention in highly populated areas or directly interact with consumers in an un-obstructive way. Such examples include ads on hanging straps in railway carriages and on the handles of supermarket trolleys. The key to a successful ambient media campaign is choosing the right media format and combining it with a clever message. The term ambient marketing is thrown around a lot and can also imply the characteristics of both viral and guerilla marketing campaigns. Ambient marketing is not guerilla or viral marketing, but each strategy can certainly employ characteristics of ambient marketing.
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