Guerilla marketing is a new term of art in e-commerce. The very id "guerilla' generates a strong reaction. The name is a propos because it describes well how effective this type of marketing program can be, properly applied. Webster's hasn't added this entry yet. To get a proper definition, you must refer to business sources. It means an unconventional promoting technique that grows with the application of time, energy and creativity. The whole premise is very different from traditional paid advertising campaigns.
This type of marketing is founded on an 'up close and personal' approach. It is often interactive. Audiences are targeted in unexpected places. The idea is to generate a buzz that is on the lips of all who hear about your message. Jay Conrad Levinson coined the term in Guerilla Marketing. He is renowned for his novel approach to the art of promotion and his ideas found many of the techniques now in play by celebrated internet gurus.
Levinson advises giving away free products , free 'tastings' of beneficial services and anything that will get positive attention. Levinson's ideas are applied by many of the top online coaches today. For example, relational marketing is Levinson-derived. The focus is creating unique content and building a personal connection with the targeted consumer. This means conversing or chatting if engaged on the web.
A considerable part of this type of marketing is its natural appeal for the new business owner. It is very user friendly and can be done by just about anyone. The playing field becomes level for the big guys and small newcomers as well.
The smaller enterprise develops a more personal relationship with their audience more than than corporate big wigs. This status can develop into a competitive advantage.
The relationship must be furthered by delivering quality whether in goods or by service. Poor follow through or low quality products will snap the precious connection that took concerted effort to build.
Levinson explains that approach as " In order to sell a product or service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer's needs...and (sic) deliver the promised benefits." Performance statistics are part of the process and must be regularly reviewed by every business. While the results are based upon building the psychological connections, the measurable factor is profitability.
Targeting or 'niching' your receptive audience is a focal point of the Levinson approach. It is difficult to build lasting connection when your net is cast too far and too wide. Recognize that your best referral sources are those with whom you have already built quality relationships. Make sure that your contact in interested in your message before you proceed. No hard sell. If you do, your efforts will prove wasted; it is just too easy these days to get clicked away. It is often possible that your target is not yet rip for your promotion. Keep motivation and interest high.
'Viral marketing' refers to the utilization of all of these techniques through social networks. For the network business owner working on line, it is their main course. It can be free! For the dedicated internet business owner, the guerilla marketing approaches can be constantly re-invented and applied.
Human ingenuity is all that is needed to surf the internet wave all the way to the shore!
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