Characteristics of Guerrilla Marketing


What is Guerrilla Marketing?

Everything is available at your fingertips nowadays. We look forward to the most convenient and affordable way rather than the traditional marketing techniques. Marketing is a field that undergoes tremendous changes in a very short period. Guerrilla marketing term was coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing which is often stated as the product of technological expansion.

Guerrilla marketing is the outcome of shifting traditional marketing strategies to well-diversified technologically driven strategies. It is a creative and bold approach to marketing that relies on imagination, innovation, and originality rather than a large marketing budget. They aim to make an impact in the hearts of the people rather than following the traditional course of marketing strategies adopted.

Guerrilla marketing aims to create a buzz around a product, service, or brand, and generate interest and engagement from consumers. It is used by businesses irrespective of size. It is used by small businesses or startups as their initial advertising expense may not be high, so they have to forgo traditional advertising. Larger companies use guerrilla marketing to create a more personal and memorable experience for their customers. 

The tactics used in guerrilla marketing will be unconventional but personal, low cost but have a huge impact and will directly raise the customer potential of the firm. They are innovative, out-of-the-box thinking strategies with the sole aim of increasing sales by creating an impact among the customers. In the era of technology, guerrilla marketing campaigns can have a strong viral motive to spread quickly and organically through social media and word-of-mouth publicity. This can help to reach a wider audience and generate an impact about the product or service among the customers. Guerrilla marketing is the tool most companies adopt for building brand awareness and loyalty.

Characteristics of Guerrilla Marketing

Guerrilla marketing is adopted by every other company which aims at an interpersonal relationship with the customers. They possess a different distinct characteristic from the traditional advertising methods adopted previously by the companies. The main features are as follows:


Guerrilla marketing typically involves low-cost tactics that can be executed with limited resources. This makes it an ideal option for small businesses and startups that may not have the budget for traditional advertising and marketing campaigns. Most of the tactics followed by them are technologically driven and consumer-friendly which does not require high complexity implementation.

Innovative and new

Consumers often look forward to changes in traditional standards. Guerrilla marketing uses new and innovative strategies to create an impact on society. This innovation creates a huge impact and will help in attracting new customers.


As all the tactics adopted by them are new and innovative these tactics will have a special place in the customer’s mind. Customers usually link the marketing strategy adopted with day-to-day happenings of their life and the product stays longer in their minds.

Personal Relationship

Guerrilla marketing can create a more personal and intimate experience for consumers. It allows brands to interact directly with their audience and build a relationship with them. They tailor the strategy according to the target audience which will improve the marketability of the product.

Specific focus on the target audience

Marketing strategies not only aim at the acquisition of new customers but also ensure the maintenance of existing customers. They focus on the target market as a whole and adopt strategies that satisfy both existing and new customers.

Combination of existing technologies

Sometimes guerrilla marketing integrates with traditional marketing strategies to bring out something innovative from that. With the use of technology, they improve traditional techniques into better marketing strategies.


They adopt strategies where consumers feel a connection with the firm and they are free to interact with the firm with suggestions and feedback. They also act as a marketing partner as they give away mouth publicity among their peers which improves the effectiveness of the firm as a whole.

The bottom line of guerrilla marketing is they increase the efficiency of the company by adopting innovative and cost-effective strategies. The personal relationship building with the customers gives them a sense of belongingness which in turn gives the company an environment where it can sustain itself in the near future. The overall brand image of the firm is increased by technologically driven and innovative strategies adopted in guerrilla marketing.