Jay Levinson - Guerrilla Marketing on the Internet: The Definitive Guide from the Father of Guerrilla Marketing

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Table of Contents

CHAPTER 1

THE INTERNET: The Most Powerful Guerrilla Marketing Tool Ever Created

Boy Dylan wrote his famous lyrics, the times they are a changin over 40 Dylan wrote his famous lyrics, the times they are a changin over 40 years ago, but theyve never been truer than today, especially when it comes to the effects of the internet. The world is changing and the internet is changing the way marketers do business. The first Guerrilla Marketing book was published in 1984, more than 20 years ago, and it was followed by many more. The initial Guerrilla books provided small business owners with a clear vision of what marketing really means and how to make it work for them. Readersmostly entrepreneurs, solopreneurs, and small business owners and managers operating with shoestring budgetslearned how to master the process of marketing and convert it into honest-to-goodness sustainable profits.

Since then the marketing industry as a whole has evolved and matured, and Guerrilla Marketing is no exception. As the years progressed, we gained new insights and adjusted accordingly. Guerrilla Marketings strategies and tactics were updated to ensure that entrepreneurs worldwide were equipped with the knowledge and skills necessary to compete in the ever-changing business world at even higher levels.

And even though some of the specific tools we use to achieve success have changed dramatically, Guerrilla Marketings fundamental precepts remain intact. They will, in fact, endure long after were gone because theyre based on the eternal nature of the human psyche. Theyre relevant today and will be far into the future.

Therefore, youll find that we stay true to Guerrilla Marketings original tenets in this book even though we will add meaningful insights into the most powerful, exciting, and revolutionary marketing tool ever createdthe internet. Well explain why Guerrilla Marketing and the internet are a perfect matchjust like a great marriageand convince you that theres never been a better time to get hitched.

Well also show you how to use your scarce resources and the internet to your best advantage. Well get to the heart of what every small business owner wants to know: How to harness the power of the internet to gain an upper hand in the marketing playing field.

If you follow along carefully, we promise that youll walk away with valuable knowledge and a deeper understanding and appreciation for ways to increase your profits, save incredible amounts of time and money, and create multiple streams of passive income using this ultimate of marketing tools.

Additionally, youll learn how the internet has single-handedly shifted the landscape of the business world and placed incredible power back into the hands of the worlds small businesspeople.

In 1984 very few of us imagined that in just a little over 20 years, Guerrilla Marketers would be able to:

get instant information about their prospects, customers, industry, and competitors using worldwide databases

operate cost-effective and easy-to-use technologies to create product demonstration videos, relationship-building audios, compelling e-mail campaigns, and digital newsletters and e-books

expand their social and business networks to likeminded groups of people regardless of their location

participate in global conversations via blogs, forums, and wikis

educate their prospects and customers using podcasts, seminars, and webinars

conduct real-time audio and videoconferences with a few or many geographically diverse people

stay connected with customers by placing their communications on autopilot using sophisticated web-based software

track and measure their marketing efforts and obtain up-to-the-moment results with the click of a mouse

extend their service area to prospects and clients worldwide

use passion, energy, and know-how to get a blog or website business up and running in no timeand for very little money

create and deliver professional branding strategies in minutes

read and answer e-mails over cell phones, PDAs, and other mobile devices.

Back then, these everyday realities would have sounded like a far-fetched episode of Star Trek, but today we take for granted that theyre part of our everyday lives. Guerrilla Marketers are smart to take full advantage of them, especially when you consider that over 1 billion people have access to the internet.

According to a recent Juniper Research study, the number of U.S. internet shoppers will grow at an average rate of 12 percent per year through 2010 resulting in over $144 billion in online sales.

Experts also predict that by 2010, 50 percent of traditional and e-commerce purchases will be substantially impacted by research conducted by consumers online, indicating that all retailers need to develop multiple sales channels and fully assimilate their online and offline strategies.

Over the next several years, online retail growth will not only be driven by an increase in the numbers of consumers, but by a boost in the average spending amount per buyerpredicted to be nearly $780 per consumer per year by 2008. Until now the tremendous growth of online businesses has been driven by the steady increase in new online shoppers. According to industry analysts that will change as the marketplace continues to mature.

Todays technology gives small businesses an unfair advantage. It enables them to do what the big spenders do without the necessity to spend big.

Jay Levinson

These positive forecasts should be music to the ears of current, or aspiring, Guerrilla Marketers. However, if youre among the millions of small business holdouts who think that they can get by without hopping aboard the technology bandwagon, Im afraid youre going to continue to lose ground every day and, like the dinosaurs, face extinction. So please pay attention to the following four very important facts.

1. Your competitors are smarter, more sophisticated, and even more aggressive than ever before. Therefore, you must use every potent tool at your disposal and know Guerrilla Marketing like the back of your hand.

2. The internet is here to stay and will continue to play an ever-increasing role in your lives and businesses. If youre not already techno-cozy, its time to become so.

3. Youre not a Guerrilla Marketer unless you use the internet and have a website.

4. Anyone with an interest can learn to be a Guerrilla Marketer and learn to use the Internet Guerrilla style. It involves understanding some very basic concepts, which are based on common sense rather than complicated secret solutions. They are not magicbut youll feel like they are!

However, if you dont master Guerrilla Marketing it will be nearly impossible to master the internet. Being online doesnt grant you automatic proficiency in the online world, but it does make it easier for Guerrillas to do their best work.

In order to compete effectively, you must be competent, knowledgeable, and just as importantly, ready for anything at a moments notice. Thats how the fluid and ever-changing internet landscape works; it is in a constant state of flux.

You must be on your toes and ready for whatever comes your way because change will occur faster than you ever imagined. What works well today may not work well tomorrow. Guerrillas expect change and they prepare for it. They welcome changebecause they know how to manage it. You will, too.

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