Marketing with online Buzz

By Dr.Anubhav Singh

In This Chapter :-

• Becoming a guerrilla marketer• Talking in chat rooms• Blabbing on a blog• Socializing on sites• Proposing to the press• Powering inbound links

Becoming an Online Gorilla with Guerrilla Marketing

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

guerrilla marketing uses the same sort of tactics in the marketing industry. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. It generally makes relatively higher amount of impression than traditional methods of marketing.

Safe driving billboard

Swiss skydive “elevator” imagery

Coca-Cola’s “New Grip” bus stop ad

Types of Guerrilla Marketing Viral marketing is a highly visible form of guerrilla marketing these days. A successful viral campaign uses existing communication networks (you tell two friends, they each tell two friends, and so on), doesn’t require much in terms of resources, and has the potential to be unstoppable.

Ambient marketing allows a business to create brand recognition without necessarily pushing their products. It's about placing ads on unusual items or in unusual places you wouldn’t normally see an ad. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message. These kinds of ads often make someone think about a certain place or thing differently.

Presence marketing is along the same lines as ambient marketing. It’s about making the business name recognizable and familiar and always there. You know that saying, “out of sight, out of mind?”

KEYS TO SUCCESS

Follow your fish. Don’t waste time on techniques that don’t reach yourtarget audience.

Plan your work and work your plan. You won’t be successful if youpost a message one week and then disappear for a month. Make your lifeeasier by scheduling marketing activities for one morning a week or halfan hour each day.

Keep track of your results. How else will you know which techniqueswork and which ones don’t? Set up a spreadsheet that shows the nameof the site, type of activity, date, and outcome.

Niche marketing

Target your audience very carefully. Ex.Relatively few seniors use MySpace.com for social networking, but they might use chat rooms on healthcare sites. If you have a B2B site for oceanographic equipment, there’s no point in blogging realtors — unless they lease underwater property. The Internet audience is so large that even a small niche can be profitable.

B2B GUERRILLASyou can use online guerrilla techniques for B2B marketing. Many

purchasing agents, buyers, engineers, and distributors constantly search the Web for new products and services.

Ex.

.It’s a good idea to know the sales cycle in your industry because people with different job descriptions have different roles. They prefer different marketing techniques, visit different sites, and receive recommendations from different peers. At the risk of over-generalization, engineers like technically focused message boards or blogs where users discuss product features, preferably on sites with technical credibility. Purchasing agents gravitate toward directories listing many suppliers, visit price comparison sites, and review sites that ratevendors’ performance. An executive who approves spending generally appreciatesrecommendations from peers who discuss the impact of installing a new tool or software