This blog post comes from a tweet that I just had which was prompted by a tweet by Jeremiah Owyang in which he said:
Next, we need to think if media spending decreases, will marketers lean on low cost social media even though returns are generally unknown?
This statement made me think that right now marketers, advertisers, small business owners- actually everyone, is thinking about how to do “it” for less. In other words how can they drive traffic and sales and leads and eyeballs to their sites and products on the cheap. Bring in social media. One of the great things about social media and user generated content is that it can be done for no cost or a low cost. And the results can be pretty amazing if done right. Enter Guerrilla Marketing. If done right, guerrilla marketing can and has been very very successful in growing brands, creating viral buzz, and driving sales, eyeballs and traffic to products or companies. Why mesh guerrilla marketing with social media marketing? Well, lets look at the definition of guerrilla marketing:
The term guerrilla marketing was coined as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.
So if we take the basic tenets of guerrilla marketing and meld them with social media marketing you create this marketing synergy that has all the elements of:
Cheap+Viral+ Unconventional+Social= Marketing Nirvana
Social media can be “done” on little or no budget. It is time intensive, it does require energy, it can be viral, and there is no limit on your imagination. Right? It is definitely not constrained by conventional wisdom, and we still do not know about all the creative ways that it can be used from a marketing standpoint.
So why not?
From here on out I’m going to suggest to marketers and companies that are stuck by the challenges of marketing in a tough economy and social media marketing in general, adopt the “Flavor Flav/Brigitte Nielsen marketing concept”. Loosely defined as an imperfect, perfect union of styles, personalities and standards, that underneath the hood, are very very similar and actually work. For now. Until we figure the rest out.