Communication channels for Guerrilla Marketing Online
A communication channel in this study is meant to be a tool, an application or a process used online on Internet to convey information from sender, or a transmitter, to a receiver. Information is always transmitted to the receiver by using a particular communication channel. It is a tool or mediator that enables a company to effectively communicate the business messages to the potential or current customers.
Communication channel can be defined as a medium through which information is exchanged between local and remote sites. It can either be a dedicated transmission link or a general purpose communication network (...). (Technical Commitee on Tele-robotics, 2008)
Based on the secondary research and assessment of primary research a set of most appropriate communication Internet channels was chosen and researched further. Following chapter identifies chosen channels and describes potential use of guerrilla marketing in such Internet applications, processes or solutions. The researcher shows also particular existing examples of appropriate use. Where no evidence of already existing campaign was found an example of a guerrilla marketing campaign specially designed for purpose of this study is presented.
Asked how their media use has evolved over the past three years, marketers said they are using more digital media: 75.8% said they are using more email than they were three years ago, 61.1% are using more online video, and 62.9% are using more search engine marketing (Digital Marketing Association, 2008)
Ten internet communication channels was chosen as follows and described further below: