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Guerrilla media

Guerrilla marketing relies on time, imagination and energy executed in a creative way as opposed to big-budget, strategy-based campaigns. The objective when using guerrilla marketing is to get the best results from minimal resources, and generally to creative a disruptive buzz about a product or service.

This type of marketing is more fitting for smaller business and start-ups because it could run the risk of diluting the core marketing message of larger brands if done too often or inaccurately. This method of marketing can also be extended to media, to create a ‘guerrilla media’ aspect of a campaign.

Most marketing planning is done with tools that allow strategists to determine psychographic details, demographic details, and even purchase-intent estimates for their target audiences. This is achieved by data gathering as well as statistically backed projection algorithms for the latter. A tool that most marketing strategists don’t use is the business intelligence methods that determine short-term trends in cyber networks. An example of this is the measurement of breakout topics that are discussed in clustered communities around the Internet. Even more so is the measurement of user generated media content that augments these discussions – as is regularly seen propagated in the comments sections of larger technology news websites. 

How business intelligence can be pragmatically used with a marketing execution in mind is to use it for trend scraping. Imagine a process whereby a system does period-defined text and data mining - for images, unless it is instructed to read alt-tags for images to determine their contexts – and combines it with predictive analytics to determine how long the trend might last, as well as with what frequency and in which communities.

This data could then be compiled into a structured manner so that marketing or media planners with licenses to access this data could do so based on their required parameters (specific types of channels, channel exclusions, types of audiences based on complementary Nielsens statistics etc.) and would be able to import concise lists of viable guerrilla media options. The lists would provide them with trending topics or even memes, should their brands be non-financial or with enough leeway in their brand personalities to be tongue-in-cheek, which they would then be able to tap into with their own media executions.

The benefit of this sort of approach is that, if executed in congruency with the trend in a manner that is not too commercially intrusive, it could blend into the current disposition of the specific community. Much like large brand communication is defined by a corporate identity (CI) which keeps all marketing and communication activity within a tightly defined field, trend-specific media that uses the same style as the user generated content will allow for smoother integration and a higher propensity for funnel conversion due to familiarity. At the very least, the brand could receive praise for joining in the community’s creative efforts. The exception to this would be larger communities that have a tendency for hostility, which would be filtered out in the aforementioned BI process.


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