Guerilla marketing in a digital age

Since the arrival of the digital age, the world of marketing has gone through a massive change. The art of online marketing has taken a raise in popularity and what can be noticed nowadays is that the original marketing techniques are combined, or in total taken over by the online marketing techniques.

The change in the importance of gaining online media attention due to the change towards the ‘digital society’ has been noticeable in the modern guerilla marketing campaigns. The campaigns still serve the same purpose of gaining additional brand awareness and media attention, but the change lies most of all in the aftermath of the guerilla campaigns.

Since the digital globalization a majority of the world population has access to the global news and information resources and the guerilla campaign media attention as conducted in one country, spread out over the world. When the campaign is conducted rightfully, the brand awareness and global attention is of high value to the company, but what could be the pitch falls of this world spread awareness?

The biggest pitch fall is the business ethics that should be taken in mind way more carefully in order to not offend anyone and generate bad publicity. As there is a global reach, there are also global ethical issues that should be thought of. Therefore conducting a little marketing research in order to prevent bad publicity is very much reasonable.

Also due to the global reach a major positive trend is to combine a CSR (Corporate Social Responsibility)  message with the guerilla marketing campaign. A good example is the Coca –cola campaign, as can be viewed below, where the message of connecting people through their product shines through.  

 

So what can be concluded is that since the rise of the ‘digital society’, the benefits of gaining brand awareness through guerrilla marketing is sky high. However conduct some research and take ethical issues in mind in order to prevent disaster.