Innovative digital guerrilla marketing
- Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
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| Author of HS Reutlingen | Nufer, Gerd |
|---|---|
| URN: | urn:nbn:de:bsz:rt2-opus4-32121 |
| DOI: | https://doi.org/10.18178/ijimt.2021.12.3.907 |
| ISSN: | 2010-0248 |
| Erschienen in: | International journal of innovation, management and technology : IJIMT |
| Publisher: | IACSIT Press |
| Place of publication: | Singapore |
| Document Type: | Journal article |
| Language: | English |
| Publication year: | 2021 |
| Tag: | digital marketing; guerrilla marketing; innovative marketing; social media marketing |
| Volume: | 12 |
| Issue: | 3 |
| Page Number: | 5 |
| First Page: | 40 |
| Last Page: | 44 |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Ja |
| Licence (German): |  Creative Commons - CC BY - Namensnennung 4.0 International |
