Question

(please type the answers)(entrepreneurship 5620)

: Briefly explain “guerrilla” marketing and “influencer” marketing. Give some examples of your own of both these marketing techniques and Is it difficult for entrepreneurs to use “standard” marketing techniques? Why so? What do you recommend ?

Answer 1

Guerilla marketing is the use of principles of guerilla warfare in marketing tactics. Guerilla marketing incorporates surprise as a key element of marketing. i.e to take the consumers and their competitors off guard and surprise them with different unique interactions about products and services. This surprise creates an impression on the minds of the consumer which can be long-lasting. This technique can easily reach a large number of consumers in a short time through interactions point and word of mouth.

Influencer Marketing- Influencer marketing is marketing with the use of a person who is capable of interacting with the audience and influencing their choices. The influencer usually uses modern interaction tools such as social media sites, blogs, vlogs etc. Influencers can be celebrities or non-celebrities. Companies collaborate with influencers to promote their offerings. Influencers opinions are highly sought after by the people.

Flash mobs are a type of guerilla marketing. T mobile arranged flash mobs in England to promote the brand.

Travel influencers using their vlogs to promote products or brands. For eg: Sam Chui, an aviation influencer promotes away suitcases.

Standard marketing techniques are the base of marketing. They will never be replaced but the consumer expects those tactics and they don't have much influence nowadays. Hence, new forms of marketing techniques which create top of mind recall are being used. Marketers are using newer and newer tactics in order to influence others.

Marketers must find newer ways to interact with consumers. These ways must be long-lasting and impactful. Traditional marketing will work only if the content is good.