A guerrilla marketing strategy is based on unconventional interactions. This has revolutionised the way to communicate: in fact, the major changes that has occurred are in the relationship between those behind the message and users, between the company, mediated by marketing, and potential customers.
Our discussion will revolve to customer experience, precisely around three phases of the buyer’s journey: awareness, consideration, and decision. We will try to outline how and the contribution of unconventional strategies to the development of personalized marketing plans. The focus on guerrilla marketing, video marketing, and retail marketing will allow us to bring the theory back into consumers’ lives.
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Guerrilla marketing and video marketing: A journey towards personalization
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