| IMD |
| Page: Definition Guerilla Marketing |
Jay Conrad Levinson, who coined the term Guerrilla Marketing in
the 80s, describes it as, “the unconventional way of performing
promotional activities on a very low budget.”
In a war “Guerilla” means that inferior troops engage in a
special way of combat to fight a big and superior army force.
It is mainly based on the idea to take advantage of surprise
tactics and of the greater mobility of smaller combat
units.
In analogy to warfare those Internet marketers would use
Guerilla tactics who are only equipped with a small budget but
have to compete against big companies with unlimited promotion
budget.
Guerilla Marketing, then, would consist of the effective ways to maximize profits and minimize investments.
The way a guerilla marketer can compensate the low budget is to step up his investment in time, effort and creativity.
Out of the almost
unlimited number of possible applications of guerilla tactics
in Internet marketing here only one example:
”Mortgage” is a very profitable niche
with almost ½ million search engine queries per day, a
lot of money to be made and a lot of competition. For a little
Internet marketer affiliated
with some mortgage company who wants to refer
potential customers via PPC
traffic it is almost impossible to enter the PPC
market like Google
AdWords for
the keyword
“mortgage” because the bigger companies have no
problem to pay around $10 to 20 for a click and
daily advertisement
costs of several ten thousand dollars. Hardly an
affiliate would be able to spend such a huge amount of
money for PPC ads. But he can compensate his lack of
funds by investing time and effort into a thorough
keyword research
to come up with more specific, long
tail keywords such as e.g. “best
adjustable mortgage rate”, which get a lot less searches
per day, of course, but also the competition is much
lower because big companies don’t care to find these
keywords. So he can get away with CPCs of around $1 and
thereby create a profitable affiliate campaign in a
highly competitive market, especially if he not only
relies on this one long tail phrase but also looks for
and targets other ones as well.
[Guerilla
comes from
Spanish guerra
= war. The diminutive
ending –illa
is used to indicate
small things. Therefore ”little war”;
Marketing
comes from
Latin mercatus
= trading,
market]
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