Reaching people requires creativity. Especially if a company wants to reach people for relatively cheap. Things like blogs really are taking over in some aspects.
Firstly, if you start visiting a blog site and are intrigued by what it has to say, chances are you'll go back. Heck, you might even get addicted. This builds up customer loyalty. Ben McConnell talks about the importance of customer loyalty in Naked Conversations by Scoble and Israel. This has got to be a kind of guerilla marketing--the subject of my senior paper in high school.
Guerilla marketing has really always interested me: people reaching people in cheap and unconventional ways. People are turned on by new ideas. This definitely applies to blogs and the blog addicts. These people start reading, become addicted, and then tell their friends about it. Or they might see something interesting, share the link with one of their friends, and the process starts all over. Unconventional marketing could potentially be the greatest form of marketing for a company.
In Naked Conversations, the authors talk about how Microsoft started their blogs and that really impacted the company. I don't mean to be a downer, but couldn't they do more?
Here is another little guerilla marketing stunt Microsoft pulled...
Now you see, all this unconventional marketing is connected. AND effective. But are they going too far?
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3 comments:
Hi, Anna. I was imppressed by the example of guerilla marketing.
But I don't really get the similiarity of blog with guerilla marketing. As long as I know, while guerilla marketing focuses on one-time impact, blog tends to keep in touch with consumers. I'll appreciate if you explain the similarity more specifically.
I think that you are touching on an intersting subject about "guerrila marketing". Although, I am not sure about how you associate where importance of customer loyalty" with guerrila marketing. In my opinion and from my marketing class, guerilla marketing does really not establish customer base, it is a one impact as sang min points out.
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