Week 2 - MBA 6101 - Guerilla Marketing

Through these posts, we are learning how to do guerilla marketing. Just as guerilla warfare consists of fast-moving and small-scale operations instead of a direct confrontation, guerilla marketing consists of various yet less-costly and effective operations to position our companies in the spotlight. You do not want to spend your resources (or weaponry) all at once. Guerilla marketing is about learning how to best utilize your arsenal on various front lines to meet determined objectives.

In this regard, we should learn that the internet should become one of the best tools in our arsenal to practice guerilla marketing. We should adopt it as one of our favorite weapons. The internet will not only allow you to advertise, which is good but not necessarily required in guerilla marketing. Instead, in this guerilla marketing that we are embarked on, we can adopt a better yet less-costly way of doing marketing: through word of mouth (Levinson, 2007, p. 10).

Note that word of mouth is a very complex yet effective weapon. It is not as simple as running an ad campaign for your product or service. Whether your product or service is good or bad, you still can run your ad campaign. However, word-of-mouth is a more complex weapon because you cannot just "do it." - you rely on your customers' experience with your company to be able to do it. This is why it is said that guerilla marketing has many frontlines. In this case, another frontline is quality. "If you are selling quality, you are ready to practice guerrilla marketing" (Levinson, 2007, p. 13).

However, you should also be aware that guerilla marketing does not rely only on word-of-mouth (though it is a good start.) It is a campaign of multiple frontlines. The point here is you cannot rely exclusively on classic advertising or word-of-mouth advertising. Advertising is also crucial for every business to succeed but you will gain a competitive advantage over your rivals if you seize every opportunity you have to transmit your message. This is a successful guerrilla marketing campaign.

References 

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition) [Kindle edition]. HarperCollins. Retrieved from Amazon.