Alternative marketing strategy, also known as “guerrilla marketing,” is marketing that operates outside the parameters of regular marketing. In some ways, alternative marketing strategy deals with investing energy into a project rather than money. With the explosion of new technology, marketing has had to adapt from relying solely on conventional means into using alternative marketing methods.
Conventional Versus Alternative
Conventional marketing deals with television, radio and newspaper advertising of a product or service. Some people refer to these areas as “old media.” Alternative marketing strategy deals with using online resources, social networking and unconventional methods to achieve the goals of building a business.
A good alternative marketing strategy is a key element for entrepreneurs. If a small startup doesn’t have a great deal of money to invest in conventional marketing, adopting an alternative marketing strategy can prove to be useful. This strategy can include such aspects as engaging in a viral marketing campaign via YouTube to energizing a core group of social networkers to get behind the product. An important element of a successful alternative marketing strategy is to have as many lines of communication open as possible with potential clients and customers.
When there are multiple lines of communication open with customers, there will be natural interaction, which is a key element of an alternative marketing strategy. The more engaged a customer is with a company, the more likely it is that brand loyalty will develop. Companies that use Twitter and Facebook on a regular basis to communicate with their customers may find an increase in word-of-mouth advertising. Someone who has had an online conversation with a higher-up in a corporation helping to solve a customer’s problem may tell several friends about the experience.
Thanks to technology, a small business can create the illusion of being much larger than it is. Whether fair or not, there are some customers who will judge a business on how it “appears.” In other words, if a potential client goes to a website and sees a professionally created site, he may be willing to contact the business for more information. By the same token, if a website doesn’t have a polished feel to it, a potential customer might not want to do business with the company. Investing a little time and effort into creating a web presence that is professional could prove to have long-term positive effects.