Well, not necessarily. The concept was pioneered by Jay Conrad Levinson in his book Guerrilla Marketing some twenty-five years ago. In it, the “Father of Guerrilla Marketing” outlined unconventional marketing methods and techniques for the small business owner to gain maximum results from minimal resources.
Since 1984, guerrilla marketing has taken on a life of it’s own, but at the root of it all it’s “an unconventional system of promotions that relies on time, energy, and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally.” *
As you search the web you’ll find varying definitions of the term and an even greater variation of examples. Grand ideas done expensively vs. grand ideas done cheap utilizing time and energy vs. a budget. Here are 5 Top Guerrilla Marketing Strategies you might want to keep in mind as you attack your next marketing challenge… “1. Creativity, 2. [The] Unexpected, 3. [Doing] More With Less, 4. Maximize Your Surroundings, and 5. Interactive.” **
But…with the good, comes the bad, and the ugly in the world of guerrilla marketing. Here’s where it can get dangerous! Granted, the unconventional and unexpected sounds great when you’re working within a tight budget, especially in a tough economic climate, but there can be misguided approaches. Here are some unfortunate mishaps to learn from before entering the wild kingdom of marketing…guerrilla style!
We are in a constant forward motion that excels at increasing speeds and all the while asking ourselves, “What’s next?” This question is especially relevant in the World Wide Web. “Most of the history of the Web is ahead of us. The Web is far from reaching its full potential as an agent of empowerment for everyone in the world.” *
Consider what the future will bring to you and your business: websites have more real estate with monitors only getting bigger; apps, web apps and social apps; real-time content through social media, what is the future of Twitter?; augmented reality, including facial recognition, bringing us to privacy issues; online TV, including the ability to create your own channels; online payment systems; Google Wave, with communication and collaboration in real time; is SEO on its way out?; the list could go on.
World Wide Web inventor Tim Berners-Lee’s vision for the Web was “a powerful force for social change and individual creativity.” “Something much more than a tool for research or communication; it is a new way of thinking and a means to greater freedom and social growth than ever before possible”.** In the hands of the public, the web is changing and evolving at our own hand. What’s will Web 3.0 be? Time will only tell, but all signs point to “power to the people”.