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Guerrilla marketing in social media: The age of marketing outside the box
Journal of Digital & Social Media Marketing,
6
(1),
75-86
(2018)
Abstract
Social media channels provide the most expedient method to develop the unconventional techniques of guerrilla marketing. Guerrilla marketing strategies attract consumers’ interest through creativity, imagination and surprise, and are conducive to the successful transmission of information beyond established advertising models. This paper outlines the techniques of guerrilla marketing through social media, providing illustrative examples. The paper analyses the issues surrounding successful guerrilla strategies and digital marketing techniques such as word-of-mouth marketing, buzz and viral marketing, and ambient and ambush marketing. Social media guerrilla marketing is ideal for enterprises that wish to promote their product or service to a large audience at a low cost.
Keywords: guerrilla marketing; marketing outside the box; digital marketing; social media; unconventional marketing
The full article is available to subscribers to the journal.
Author's Biography
Nikos Schiniotakis teaches business administration at the Technological Educational Institute of Crete. He has worked as an entrepreneurship consultant for various organisations, companies and the banking sector, with an emphasis on issues regarding entrepreneurial development and marketing. His work on banking and finance issues has been published in various books and other media. He has a PhD in business administration and is occupied with digital marketing, social media marketing and digital entrepreneurship.
Katerina Divini is Manager of Human Resources for the Pancretan Cooperative Bank. She also has experience as an executive adviser on issues relating to the development of public relations and has authored a number of articles on the subject. Her MBA degree has a specialisation in human resources issues, and her professional interests include digital entrepreneurship, social media public relations and coaching.
