Week 1 - MBA 6101 - Guerrilla Marketing Chapter 1

 Marketing is an important part of businesses, especially today, in a world that thrives on social media and collaboration with influencers. For many businesses, marketing offers an opportunity to extend their reach to all corners of society and develop an interest with their audience and create an interaction. As stated by Jay Levinson in Guerilla Marketing, "Marketing is the art of getting people to change their minds --or to maintain their mindsets if they're already inclined to do business with you." (Levinson, pg. 3, 2007) Older businesses may have a tough time adapting to today's society as the world switches from offline to online more and more. a 24/7 world, the internet and social media offer the widest and strongest range of interaction with individuals all over the world. This can create new business but requires proper marketing techniques to convince one that the product advertised is a must have. 

According to Levinson, guerilla marketing does not necessarily require a business to have a large marketing budget. Instead, it needs a "vivid imagination" that allows one to develop new methods and tactics that appeal to the public and can increase interaction with the company. (Levinson, pg. 4, 2007) Businesses must grow in all directions and can do so by using guerrilla marketing by recognizing the different areas that affect their profit. They can focus on methods to increase their dollar per transaction, number of units per transaction, influence from others, etc. Companies that have turned to social media have found a new technique that allows them to purchase the time of a popular influencer who is able to promote a product. These influencers run short 15-30 second video ads about the product but can have a reach to over a million viewers that allows a company to increase their chances of improving their profits. Levinson recognizes that it is important to know what competitors are doing and develop similar actions that creates an increase in revenue. 

Reference:

Levinson, J. C. (2007). Guerrilla Marketing. Morgan James Publishing.