DEFINITION of 'Guerrilla Marketing'

A marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than on wide-spread media campaigns.

BREAKING DOWN 'Guerrilla Marketing'

Companies using guerrilla marketing rely on its in-your-face promotions to be spread through viral marketing or word-of-mouth, thus reaching a broader audience for free. The use of this tactic is not designed for all types of goods and services, and it is often used for more "edgy" products and to target younger consumers who are more likely to respond positively.

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