Guerrilla and Viral Marketing: another look

Rummaging trough some old magazines, I came across an old copy of The Bulletin and flicked through until I came to an article on guerrilla and viral marketing. It’s a pet topic and something I haven’t given much thought in a while.

The Web 2.0 world, with the mushrooming of social media, makes it imperative that marketers think outside the box of traditional or more conventional media. Communication is not only done through print advertising, PR, the electronic media and so on.

First and foremost of the use of the web as a marketing communication medium is the website. Once up and running, this has to be freshened up with new content, a new look and so on. And, this should be done regularly.

BTW, I too fall on this aspect, so marketing communication consultants are not immune. Mind you this year has seen the most number of changes to my website, but I digress.

My favourite Web 2.0 medium still is blogging. This marcom method is now main stream. It’s not the realm of “nerd” types, but something more and more corporates are adopting.

If you’re still thinking about it, maybe it’s time to be more serious and jump in. Blogging allows you to reach your target market easily, in ways not available previously. As publsiher, you control content and can make yourself whatever you want your image to be.

It allows you to talk informally in super friendly terms. And, very importantly it allows you to get feedback in ways not previously possible.

Just think, it’s so easy to respond to a blog, in the surrounds of posts and other comments. It’s a lot harder to pick up the phone and complain. And, besides, let’s face it most people will not complain. They tend to just drop you altogether.

And, without feedback, you’d only notice when a customer’s leaving shows its effect on the bottom line. By then, it may be too late.

Blogging also allows other things I’ll cover in another post.

Going back to that issue of the Bulletin, on page 49 (February 20, 2007) there was list reprinted from “Marketing Work: Unlocking Big Company Strategies for Small Business” by Chris Lee and Danele Lima, Morgan James Publishing included. The list is reprinted in toto:

Ten Marketing No-Nos:
  1. Don’t assume you know what your customers’ needs are.
  2. Don’t underestimate the shortcomings of your business.
  3. Don’t try to market your product to everyone.
  4. Don’t take your customer’s for granted.
  5. Don’t hire slick salespeople with poor listening skills.
  6. Don’t design your marketing plan in a vacuum.
  7. Don’t leave weaker areas of the business alone.
  8. Don’t launch into expensive research every time.
  9. Don’t dwell on poor performance.
  10. Don’t stress out completely and lose your work-life balance.

Great ideas, worth considering. In fact, I plan to dedicate my next post/s to these points.

Knowing our customers needs in today's market
Learning to listen, espcially since the customer is always right

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