International Journal of
Innovation, Management and Technology

Abstract—Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

Index Terms—Guerrilla marketing, digital marketing, social media marketing, innovative marketing.

Gerd Nufer is with Reutlingen University, ESB Business School, Alteburgstr. 150, 72762 Reutlingen, Germany (e-mail: gerd.nufer@reutlingen-university.de).

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Cite: Gerd Nufer, "Innovative Digital Guerrilla Marketing," International Journal of Innovation, Management and Technology vol. 12, no. 3, pp. 40-44, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).