Week 1 - Guerilla Marketing vs. Traditional Marketing

    Marketing has been around as long as businesses have been around. Marketing is every point of contact a business has with the world. This includes the logo, how your goods are manufactured, email signature, web sites, everything. As human civilization has evolved over time, so too has marketing. The marketing thought process of business has evolved from traditional marketing into guerilla marketing. Traditional marketing involves investing money into advertising to gain new customers and outdoing the competition. Guerilla marketing, however, invests time, energy, and creativity to have long lasting customers.  

    The real key difference between traditional marketing and guerilla marketing is building relationship with the customer. Traditional marketing is focused on sales dollars and new customers. Guerilla marketing emphasizes building a customer base and following up with those customers. Traditional marketing shows linear growth by simply adding new customers. Guerilla marketing achieves geometric growth by continuing to engage with existing customer in each sales cycle which can lead to an increase in the size of each transaction and can lead to customers referring their acquaintances to the business. Businesses that use guerilla marketing also have a less decline in existing customers because they continually interact with their customer base. 

    

References

Levinson, Jay Conrad. (2007). Guerilla marketing: Easy and inexpensive strategies for making big profits     from your small business. Fourth edition. Houghton Mifflin Company.