Gurerilla marketing is characterised by the fact that the aim is to achieve the highest possible attention and surprise effect with the lowest possible budget.
This marketing approach is often used by young e-commerce companies that only have a small budget but want to achieve brand awareness relatively quickly. The
term was first coined by Jay Levinson in the mid-1980s.
Guerrilla marketing activities are characterized by a high degree of creativity, such as sticker and poster campaigns in public places or forms of viral marketing. There is always criticism of guerrilla marketing campaigns, as some of them are illegal, such as the mass application of stickers in public places. The fines imposed are mostly accepted by initiators because they are inexpensive in relation to the advertising effect achieved.