Chapter 10 Alternate Marketing Strategies

BBA 2224:
MARKETING
MANAGEMENT
YOUR FUTURE BEGINS HERE

Chapter 10
Alternatives Marketing
Management Strategies
2 YOUR FUTURE BEGINS HERE

The On-Line Marketing
OR
Internet Marketing

Traditional Marketing
• Product • Process
• Place • People
• Price • Physical
• Promotion Environment
– personal selling (Ethics)
– advertising
– sales promotion
– direct marketing
– public relations & media
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WHAT IS & WHY
INTERNET MARKETING ?

INTERNET Marketing (IM) is the
business of both advertising and
selling goods and services over the
internet

Advertisement Rate
A Commercial Magazine

PRO’s OF IM
• The technology : Internet as efficient mode

of business communication.
• Market is global – wider reach out
• Increasing internet users worldwide
• Possible home based operation
• Lower operation overheads
• Secured payments
• Conveniences
2,405,518,376

INTERNET Marketing
 Articles
 Blog
 E-mail marketing
 Search Engine marketing
 Banner advertisements
 Pay-per-clicks
 Pop-up ads

INTERNET Marketing
 Writing articles is great for catching

attention of information seekers.
 E-mail marketing is the most direct

and effective way to reach your
customers.

Planning
 Product
 Website
 Web-hosting
 Contents
 Capital
 Target Market

Planning
 Products
 Physical products
 Resale Right products
 Services
 Digital products

Planning
Digital vs Physical products;

 Ease of handling
 Transportation
 Storage space
 Life span
 Repetitive advertising

Planning
Niche Markets;
 Personalized gifts
 Demographic markets
 Self-Helps
 Specialized products or services

Copywriting
 First Impression branding of your business.

 Words that sell.
 Words – powerful, durable,
unbeatable, unstoppable and
incredible
 Words – urgent, hurry, don’t wait,
 Words – Secret, interesting.
 Cheap , lowest price, most
affordable, lucrative.

Guerrilla ,
Viral & Mobile Marketing ,

Guerrilla Marketing
• Guerrilla Marketing is a form of marketing

through which consumers are targeted in places
where they least expect. It uses
unconventional means to promote goods &
services includes: publicity stunts, urinal ads,
business cards tossed in the air at sports events
etc.
• The aim is to irritate, fascinate, and animate the
consumer.

Guerrilla Marketing
The term guerrilla is

taken from “guerrilla
warfare” which is
characterized by
unexpected attacks
and ambushes when
and where the enemy
least expects it.

Guerrilla Marketing
• Jay Conrad Levinson coined the term in

his book “Guerrilla Marketing” in 1983
• In the marketing world, guerrilla
marketing is one of the most creative
ways to advertise products and
services. There are many different ways
one can use guerilla marketing on
numerous platforms

Guerilla Marketing
• Normally used by small and medium business

• With limited budget
• adopted by market challengers to build
awareness & interest - Kotler
• matching wits > matching budgets
» low cost
» innovative
» less clutter
» less reach

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Guerilla Marketing
But is it mainstream or is it
limited to peripheral, niche,
small target segment marketing
communications only ?

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Guerrilla Marketing - more
examples
Reverse Graffiti –(grime writing) remove dirt
from a surface e.g ‘Wash me‘. Urban, no paint.
Viral marketing - thru social networks
Grassroots marketing - tap into collective
efforts of brand enthusiasts
Wild Posting Campaigns
Buzz marketing – (stealth marketing ) -word of
mouth, seeding chat & Fan sites & News groups

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Guerrilla Marketing - more
examples
Undercover marketing -- subtle product placement

Astroturfing – creating artifical grassroots
popularity (often political, PR)
Experiential Marketing – connecting audience with
a brand thru participation in memorable encounters
- eg IKEA
Tissue-pack marketing

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Viral Marketing
Marketing tactics that encourage

people to pass along a marketing
message.
• Dancing Baby
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YOUR FUTURE
Viral example: YouTube
Customers
participate by
distributing
the ads
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Viral Marketing
The statistics on viral marketing states over

90% of people saying that they would
recommend a product, service or website to
someone they know if they are satisfied
with it.
Whereas only 1% of people would not

recommend if they were dissatisfied.
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Viral Marketing –
arguments for
• effortless transfer to others
• scale-able - small to large
• triggers common motivations & behaviours
• uses
– existing communication & social networks
– the resources of others
• give away products/services, incentives e.g. vouchers
• don't consider the “referral” as an “opt-in”
• personalize the referral email or sms
• track & analyze results
• promote friendly referrals continually
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Stealth (undercover) Marketing
– some companies have used stealth marketing, on-line &

off-line, to generate a product “buzz”
• customers do not realise they are being marketed to
• e.g. Actors pose as liking & recommending a product on
www-forums or in shopping malls. They use a product &
interact with unwitting shoppers.
• Sony Ericsson used "fake tourists" to promote a new
mobile. Sixty actors in 10 US cities asked bystanders to
take their photo & talked about the mobile

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Stealth (undercover) Marketing
Does this erode trust ?

• What its real & what isn't ?
• inherent deception & intrusion... not just charm
or persuasion
• Failure to disclose the relationship between
marketer & consumer
• Yet there is “deception” in most advertising.
People are aware that TV cars look slicker than
in real life.

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Pass-Along increases the
importance Word-of-Mouth
When a friend tells you about a site (points you to) with
maybe an incentive , how many other people are you
likely to pass the information on to?
No one: 1 Person:
8% 12%
10+ : 7%
7-9 : 4% 69% of consumers tell

between 2 & 6 others
4-6 :
20%
2-3 People: 49%
Source & reliability of data
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YOUR BEGINS?
HERE
Guerrilla Marketing tactics
What types of guerrilla marketing are you using?
Viral Marketing 80%

Alternative Outdoor 46%
Off-line Sampling 40%
Man-on-the-Street 31%
Seeding Chat Sites 23%
Seeding News Sites 23%
Seeding Fan Sites 6%
Other 14%
0% 25% 50% 75% 100%

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Social media
Marketing

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What Marketing is this ?

example: Amazon

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Mobile Marketing – a new
marketing mix tactic
• Very limited tools for targeted

campaigns: mass SMSs
requiring opt-in, mobile ads via
crude ad networks , pricey
mobile apps + unproven ROI &
limited reach

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Mobile Marketing –
a new marketing mix tactic
Nokia Point & Find Management Portal
• Mobile message content management for agencies,
brands
• Point www-camera/phone at objects & find information
e.g.
– movie poster to watch a trailer, get show times, directions , buy
tickets
– scan barcodes & do comparison shopping – save to a wish list.
– scan 2D barcodes for info e.g. QR codes to a website, send a
SMS or make a phone call.
– Tag objects around you e.g. restaurants , shops, places & add info.
Send user to a web link. Other users then point their camera at your
“city tags” to pick up your info& instructions.
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Discussion
 Compare the purposes and tactics of

guerrilla and viral marketing with more
traditional marketing promotion efforts.
 How might earth-moving equipment, hotel
or personal care product companies make
relevant use of guerrilla and viral tactics in
their overall marketing strategy and what
problems may be encountered in doing
so?
YOUR
Thank You
45

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BBA 2224:

YOUR FUTURE BEGINS HERE

2 YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

4 FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

• The technology : Internet as efficient mode

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

 Writing articles is great for catching

 E-mail marketing is the most direct

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

Digital vs Physical products;

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

 First Impression branding of your business.

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

• Guerrilla Marketing is a form of marketing

YOUR FUTURE BEGINS HERE

The term guerrilla is

YOUR FUTURE BEGINS HERE

• Jay Conrad Levinson coined the term in

YOUR FUTURE BEGINS HERE

• Normally used by small and medium business

22 FUTURE BEGINS HERE

23 FUTURE BEGINS HERE

24 FUTURE BEGINS HERE

Undercover marketing -- subtle product placement

25 FUTURE BEGINS HERE

Marketing tactics that encourage

The statistics on viral marketing states over

Whereas only 1% of people would not

– some companies have used stealth marketing, on-line &

30 FUTURE BEGINS HERE

Does this erode trust ?

31 FUTURE BEGINS HERE

7-9 : 4% 69% of consumers tell

What types of guerrilla marketing are you using?

Viral Marketing 80%

33 FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

YOUR FUTURE BEGINS HERE

40 FUTURE BEGINS HERE

• Very limited tools for targeted

41 FUTURE BEGINS HERE

 Compare the purposes and tactics of

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