doi: 10.18178/ijimt.2021.12.3.907
Innovative Digital Guerrilla Marketing
Gerd Nufer
- Reutlingen University, ESB Business School, Alteburgstr. 150, 72762 Reutlingen, Germany.
Abstract
Guerrilla marketing is the selection of atypical andnon-dogmatic marketing activities that aim to achieve thegreatest possible impact – in the ideal case with a comparableminimum investment. Guerrilla marketing has developed into abasic strategy overarching the marketing mix, a basicmarketing policy attitude for market development that goes offthe beaten track to consciously seek new, unconventional,previously disregarded, possibly even frown-upon possibilitiesfor the deployment of tools. Digital marketing tools such associal media provide new ways and promising opportunities forinnovative guerrilla marketing. This article provides anoverview of innovative digital guerrilla marketing. It describesand structures guerrilla marketing in a novel form and showsillustrating examples as well as developmental trends.
Keywords
- Guerrilla marketing
- digital marketing
- socialmedia marketing
- innovative marketing
How to Cite
Gerd Nufer, "Innovative Digital Guerrilla Marketing," International Journal of Innovation, Management and Technology, vol. 12, no. 3, pp. 40-44, 2021. https://doi.org/10.18178/ijimt.2021.12.3.907
Copyright & License
Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).