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![Example of digital Guerrilla mobile marketing [15].](publication/352928732/figure/fig3/AS:1041334240559105@1625284838072/Example-of-digital-Guerrilla-mobile-marketing-15.jpg)
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![Fig. 4. Example of digital viral marketing [14].](publication/352928732/figure/fig2/AS:1041334240559104@1625284838048/Example-of-digital-viral-marketing-14_Q320.jpg)
![Fig. 5. Example of digital Guerrilla mobile marketing [15].](publication/352928732/figure/fig3/AS:1041334240559105@1625284838072/Example-of-digital-Guerrilla-mobile-marketing-15_Q320.jpg)
![Fig. 6. Examples of digital Ambient marketing [16].](publication/352928732/figure/fig4/AS:1041334240559106@1625284838096/Examples-of-digital-Ambient-marketing-16_Q320.jpg)
![Fig. 8. Example of digital Ambush marketing [19].](publication/352928732/figure/fig5/AS:1041334240550912@1625284838123/Example-of-digital-Ambush-marketing-19_Q320.jpg)
Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes of...
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... the age of social networks, the popularity of sweepstakes has risen sharply. Companies announce the raffle of their products on their social channels. The young Danish company Solo Socks, for example, raffled off seven pairs of its socks on Instagram (see Fig. 5). Anyone who followed the company on Instagram and had at least three friends tagged could take part in the draw. If these friends also followed Solo Socks, they had double the chance of winning. By tagging the friends, the promotion was automatically displayed and spread on their smartphones. ...
Citations
Innovative marketing (IM) drives success in small and medium enterprises (SMEs); however, the impact of sales promotions (SPs) remains a double-edged sword. This is the crux of this study, which examines the influence of IM and SP on SME performance in Ghana. Hierarchical regression analysis tested the hypotheses using a sample of SMEs registered with the Ghana Enterprises Agency. The results indicated a significant positive association between IM practices and SME performance. Contrary to expectations, SP exhibited a statistically significant negative association with SME performance. In addition, SP moderates the IM -performance link. The practical implication is that Ghanaian SMEs should synergistically integrate SPs and IM practices. This study addresses the pressing need for entrepreneurial marketing research grounded in the nuances of African economies, enriching the scholarly landscape.
This chapter will explore the functions of different martech tools in commonly used forms of digital marketing, such as digital service marketing, digital B2B marketing, digital relationship marketing, digital guerrilla marketing, innovative and entrepreneurial marketing, mobile marketing, database marketing, content marketing, social media marketing, affiliate marketing, search engine marketing and digital sensory marketing.
In the 21st Century, businesses have maximized the opportunities of media advertising to communicate their products and services to customers. As time progressed, advertising firms preferred applying traditional strategies to clients’ advertisements, such as celebrity endorsements, telemarketing, and print media. Small and medium-sized enterprises, or SMEs, have a significant role in most economies. With these businesses having several employees below a certain threshold and a limited budget, some SMEs set themselves apart from competitors by using unique and creative strategies commonly called Guerrilla Marketing. Through a mixed-method approach, the researchers determined the effects of Guerrilla Marketing on Small and Medium-sized Enterprises in Metro Manila. The researchers deployed questionnaires to 385 respondents and an online interview with 13 employees. The results of this study shall contribute to the body of knowledge of businesses, more particularly SMEs, on whether it is beneficial for them to adopt such marketing strategies.
In the 21st Century, businesses have maximized the opportunities of media advertising to communicate their products and services to customers. As time progressed, advertising firms preferred applying traditional strategies to clients' advertisements, such as celebrity endorsements, telemarketing, and print media. Small and medium-sized enterprises, or SMEs, have a significant role in most economies. With these businesses having several employees below a certain threshold and a limited budget, some SMEs set themselves apart from competitors by using unique and creative strategies commonly called Guerrilla Marketing. Through a mixed-method approach, the researchers determined the effects of Guerrilla Marketing on Small and Medium-sized Enterprises in Metro Manila. The researchers deployed questionnaires to 385 respondents and an online interview with 13 employees. The results of this study shall contribute to the body of knowledge of businesses, more particularly SMEs, on whether it is beneficial for them to adopt such marketing strategies.
Dijitalleşmenin hız kazanması ve sanal evren uygulamalarının gelişmesi insanların gerçek dünyadan daha çok sanal evrenle vakit geçirmesine neden olmuştur. Markalar bu sanal dünyada da var olabilmek için dijital tutundurma araçları yardımıyla rakiplerinden farklılaşmaya çalışmaktadır. Tutundurma araçlarının aykırı elemanı olarak bilinen gerilla pazarlama da diğer tutundurma karması elemanları gibi sanal dünyaya adımını atmıştır. Bu araştırmada dijital gerilla pazarlama faaliyetleri, e-gerilla pazarlama olarak adlandırılmış olup sahip oldukları özellikler örnekler yardımıyla belirlenmeye çalışılmıştır. Çalışma kapsamında önceki gerilla pazarlama özellikleri referans alınarak içerik analizi yapılmış ve internet üzerinden beş e-gerilla pazarlama faaliyeti incelenmiştir. Araştırma sonucunda e-gerilla pazarlama faaliyetleri incelenerek e-gerilla pazarlamanın özellikleri saptanmış ve açıklanmıştır. Bu özelliklerin diğer dijital pazarlama faaliyetlerine nazaran daha etkileşimli, yaratıcı ve alışılmışın dışında yöntemlerle gerçekleştirildiği bulunmuştur. Elde edilen bu bulgular doğrultusunda e-gerilla pazarlama faaliyetlerini kullanmayı düşünen işletmelere yönelik çeşitli öneriler geliştirilmiştir.
