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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 ReutlingenNufer, Gerd
Erschienen in:International journal of innovation, management and technology : IJIMT
Publisher:IACSIT Press
Place of publication:Singapore
Document Type:Journal article
Publication year:2021
Tag:digital marketing; guerrilla marketing; innovative marketing; social media marketing
Page Number:5
First Page:40
Last Page:44
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Creative Commons - CC BY - Namensnennung 4.0 International