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Week 7 - MBA 6101 - Strategic Implications for Marketing in the Modern Age

In this day and age, with the wide availability of marketing tools, Guerilla Marketing techniques can be used at any level of business, from the smallest business to largest firms. As shown previously on this blog, using tools such as Google Sites and Google Ads, even the most novice technology users can create their own marketing campaigns. So what are the strategic implications for these available tools in this modern age?

First, technology enables any business owner or marketing manager to expand their word of mouth campaigns to millions. In the past, word of mouth was strictly done through in person contact between customers or even a customer phoning a friend to tout the quality of your products or services. However, now social media sites such as Facebook, Instagram, TikTok, or LinkedIn can engage millions of potential customers with a single post.



Secondly, with search engines such as Google, any potential customer can search for the specific products and or services that they require. Which also means that they have a plethora of options to choose from, so making your company stand out is imperative. Leveraging social media platforms is a good way to help create a customer base, however, you also have to establish trust in your potential customers.

According to Gary Henderson in the article The Importance of Social Media Marketing, more than half the population of the world uses the internet. Additional benefits of leveraging social media for marketing include the ability to tell your company's story, not just the specifications about the product or services you offer. This can lead to more customer engagement, for a lower price, by connecting on a deeper level about your company mission and values.




Guerilla Marketing tells us that this is the second step to gaining a customer, first being that you ensure you have a quality product and/or services to back up your marketing. If you can get a customer to take an initial action of requesting more information, or reading further, then you are more likely to gain their business in the end. With this in mind, it is important get the word about your company out on the internet. While social media sites can help, it is best to also have a website that provides up to date information on your products and services. Google Sites makes it easy to get your site up and running in no time at a very minimal cost.

Additionally, Google Ads can be used to further spread the word for you, for a little more money. Using Google Ads ensures that your company appears when customers search for related or similar products and/or services. You will want to make sure that your marketing strategy is set, so that you can identify the most important key words and descriptions to include in your advertisements.




Whatever your marketing strategy, you will want to ensure that you follow up on any advertising you do. Data analytics can be applied to almost any digital tool you use to help tailor your advertising campaigns to reach your target audience. And remember, while campaigns can be modified to get you the results you are looking for, your strategy should be solid. Allow time for your strategy to spread its wings, while it may be tempting to pivot if the results are not where you want them to be, it may take multiple times of the same customers seeing your message before they are ready to take the first step of engagement.


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