The purpose of undertaking this study is to explore potential of Guerrilla Marketing on Internet and to publish comprehensive information of benefits, limits and risks of this untraditional marketing approach for increasing efficiency of the marketing activities of small and mid-sized organisations.
The Guerrilla marketing online is a marketing area where creativity, an innovation and a change enable the business to attract new customers, increase sales and differentiate the brand from direct competitors. Primary and secondary research is conducted in order to identify all topics relevant to Guerrilla Marketing usage on Internet. The primary research shows that professional community understands that the need of creative and innovate marketing activities and that Internet is one of the most appropriate medium for that. However appropriate process of informing and explaining the benefits and potential risks has to be effectively communicated to the decision makers of the companies in order to be able to apply the guerrilla marketing on Internet successfully.
Every guerrilla marketing campaign should be, according to the analysis of secondary research data, completely unexpected, drastic, humorous, one-shot, and cheap and should provide goodwill.
Internet is useful for guerrilla marketing campaigns because it is an environment which is interactive, easy to update, easy to link with other information, internationally accessible, with low degree of censorship and the content of Internet can be personalized. Majority of the respondents of the primary research identified Internet as the most used marketing media for communication with their customers.
The potential specific use of Guerrilla Marketing online is described and shown on examples by using selected set of Internet communication channels of: company website, product website, microsite, e-mail, social networks, instant messengers, RSS feeds, mobile phones, online games and search engines.
Risks and limits of Guerrilla marketing are identified and described. This is a first study describing fully the Guerrilla Marketing Online. It is written to be helpful for avoiding potential risks and exploring the benefits and potentials of the Guerrilla marketing on Internet for practical use of business organisations.