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What is Guerrilla Marketing

Updated: Jul 22, 2022

Guerrilla Marketing is a marketing strategy in which a company uses unconventional interactions to promote its product or service. Guerrilla marketing often relies on personal interaction and has a smaller budget so it's different than traditional marketing.

Why businesses like to use this strategy?

Businesses who use guerrilla marketing, rely on its promotions to be spread through viral marketing, or WOM (word of mouth), thus reaching more audiences for free.

It was defined first by Jay Conrad Levinson in 1984, He explained in his book Guerrilla Marketing.

The guerilla marketing goal is to create buzz about a product or brand so that it increases the chance that a consumer will purchase that, or talk about it with other potential buyers. Guerrilla marketing can be very cost-effective for small businesses, with high ROI.

What to note in guerrilla marketing

Note these about guerrilla marketing;

  • Guerrilla marketing is boosting sales or attracting interest in your brand or business by using unconventional methods.

  • Guerrilla marketing is often with low or no cost that but with lots of virality properties.

  • Guerilla marketing strategy has increased in popularity these days because of improvements in mobile and social media that can help your message to approach more people.


several kinds of guerrilla marketing are buzz marketing, stealth, ambient, ambush, projection advertising, astroturfing, etc.

One of the most famous uses of the astroturfing tactic is Donald Trump's presidential campaign announcement in 2015.

Guerrilla Marketing Mistakes

While guerrilla marketing has a high ROI but sometimes unwanted message travels in, there are several examples of campaigns gone awry. like Cartoon Network in 2007 or Guinness World Record in 2005 and etc.

Therefore you should be aware of these before using this strategy, you can contact us easily by clicking on the link below.


Hadi Abdi

Social Media Specialist

Adicator Digital Marketing Agency

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