Importance of Innovation
The definition and description of innovation, as the Literature review shown, clearly indicate that impact of innovate thinking in the marketing activities is considerably high. Innovation and creativity, the combination of originality, divergent thinking and risk taking, is expected element used for creating guerrilla marketing campaigns.
The necessity of applying innovate concepts in the marketing is supported by findings of the Primary research where 53% of the respondents stated that their companies´ marketing activities are interesting, eye-catching and differ from the campaigns of competitors. Moreover, 11% of the respondents describe their marketing activities as "unexpected, shocking and completely different than what people would expect".
The interest of respondents on innovation in their Internet marketing activities is expressed by 20 out of 28 respondents who positively answered that they would like to have some unexpected and interesting application on their website which would increase significantly the attention of the target audience. Therefore, as the research shows, use of innovation is necessary presumption for creating any guerrilla marketing campaign both offline and online.