When to Use Guerrilla Marketing This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive and memorable connection with your target audience. Many noteworthy guerrilla campaigns, like Nike Livestrong, focus on creating an experience that embodies the spirit of the brand. Often these projects invite people who encounter the campaign to become co-conspirators in achieving the campaign’s vision and reach. Guerrilla marketing experts assert that this… Read More »When to Use Guerrilla Marketing

Telltale Signs of Guerrilla Marketing Guerrilla marketing campaigns can be very diverse in their approach and tactics. So what do they have in common? Guerrilla marketing often has the following characteristics: It’s imaginative and surprising, but in a very hip or antiestablishment way Doesn’t resemble a traditional marketing initiative, such as a straightforward print or TV advertising campaign Uses combinations of different marketing communications tactics, in creative ways Is experiential, drawing… Read More »Telltale Signs of Guerrilla Marketing

Guerrilla Marketing Thinking Outside the Box Guerrilla marketing is a relatively new marketing strategy that relies on unconventional, often low-cost tactics to create awareness of and goodwill toward a brand, product, service, or even a company. The term “guerrilla marketing” itself comes from Jay Conrad Levinson, who coined the term in his 1984 book Guerrilla Advertising. Though “guerrilla” has military connotations (the word means “little war), guerrilla promotion strategies often combine elements… Read More »Guerrilla Marketing

Advantages and Disadvantages of Social Media Marketing The advantages and benefits of social media marketing focus heavily on the two-way and even multidirectional communication between customers, prospects, and advocates for your company or brand. By listening and engaging in social media, organizations are better equipped to understand and respond to market sentiment. Social media helps organizations identify and cultivate advocates for its products, services, and brand, including the emergence of customers who… Read More »Advantages and Disadvantages of Social Media Marketing

Common Social Media Marketing Tools What’s hot in social media is a moving target, but the following table provides a listing and description of primary social media platforms. Tool Description Blogs Long- or short-form medium for communicating with audiences YouTube Video-hosting social media site Twitter Short-form (140 character) “microblogging” medium that is intended for text and image sharing Facebook Long-form (up to 2,000 characters per post) medium for sharing text,… Read More »Common Social Media Marketing Tools

How Social Media Marketing Works Organizations have opportunities to engage in social media for marketing purposes in several ways: paid, earned, and owned social media activity. Paid: Paid social media activity includes advertisements on social media (placed in various locations), sponsored posts or content, and retargeting advertisements that target ads based on a consumer’s previous actions. This type of social media activity is best suited for sales, lead generation, event participation, and incorporation into… Read More »How Social Media Marketing Works

Digital Marketing: Social Media Social Media Marketing Social media marketing is the use of online applications, networks, blogs, wikis, and other collaborative media for communicating brand messaging, conducting marketing, public relations, and lead generation. Social media are distinctive for their networking capabilities: they allow people to reach and interact with one another through interconnected networks. This “social” phenomenon changes the power dynamic in marketing: no longer is the marketer the central gatekeeper for all… Read More »Digital Marketing: Social Media

Advantages and Disadvantages of SEO and Content Marketing Internet search is a fact of life in the modern world. It is a critical tool for customer decision making in B2B and B2C markets. Practicing the basic tenets of SEO helps an organization get into the search-engine fray. When marketers do it skillfully, they can easily track the results, see what works, and adjust course to improve outcomes. When organizations generate high-quality content,… Read More »Advantages and Disadvantages of SEO and Content Marketing

How Content Marketing Works There is a popular saying among digital marketers: “Content is king.” Good content attracts eyeballs, while poor content does not. Content marketing is based on the premise that marketers can use Web content as a strategic asset to attract attention and drive traffic of target audiences. As a marketer, part of your job is to help the organization publish substantive Web content–articles, videos, e-books, podcasts, images, infographics, case… Read More »How Content Marketing Works

Search-Engine Optimization and Content Marketing Search-engine optimization (SEO) is the process of using Internet search engines, such as Google, Bing, and Yahoo, to gain notice, visibility, and traffic from people conducting searches using these tools. SEO works in lockstep with content marketing, which takes a strategic approach to developing and distributing valuable content targeted to the interests of a defined audience, with the goal of driving sales or another profitable customer… Read More »Search-Engine Optimization and Content Marketing