Guerrilla Marketing Technology

By Jeff R. Lamb

The advent of the digital age has had a profound impact on the advertising industry. In particular, it has created a wealth of new media for businesses to get their message out to the consumer. This also allows for traditional marketing strategies, such as billboards, to be revamped to meet the expectations of today’s consumer. The guerrilla marketing and alternative advertising strategies of today incorporate a number of different approaches and mediums.

Digital displays are like traditional displays except they transmit messages using light-emitting diode (LED) technology rather than paper or vinyl. Digital media provides advertisers with the flexibility to change messages throughout the day to reach their customers with specific messages during certain times of day. Digital advertising vehicles can be small or large, outdoors or indoors, and are visible day or night. Advertisers can manage their messages using satellite technology, or a dedicated communications line, directly to the display. Many digital networks are popping up all over the country which makes it easy for national advertisers to efficiently use the medium. These networks exist for billboards, elevators, health clubs, gas pumps, and anywhere else people have time to view them.

Bluetooth technology has been used successfully in Europe, and is moving quickly into U.S. markets. The technology is becoming more popular as more Bluetooth-enabled phones are being sold in the U.S. Advertisers attach a Bluetooth transmitter to a message, informing customers to turn on the Bluetooth functions on their phones, and access the content at no charge to them. In some cases, the user does not have to stay connected to the Bluetooth transmitter in order to navigate around the site. Bluetooth technology has been used for downloading music, jokes, movie trailers, and general content.

Radio-frequency identification (RFID) tags or transponders stores and remotely retrieves data. An RFID tag can be incorporated into paper and vinyl as a tracking device for proof of performance for advertisers. When paper or vinyl is produced, an RFID tag can be incorporated during the production process. This tag allows advertisers to track when posters or other displays are implemented in a market.

Projection technology can be used almost anywhere an advertiser wants its message seen. Many successful campaigns have used projection technology on buildings, sidewalks, streets, parking lots, and even on water vessels. Projection technology can save on production costs, and in some cases provide moving images similar to video.

The Global Positioning System (GPS) enables an advertiser to change messages based on location and time. GPS advertising is already in place on taxis, buses and other types of mobile media. Clients can advertise location-specific promotions on a vehicle that travels the entire market. Advertisers have great flexibility with GPS technology. GPS technology can also be used as a type of mobile media proof of performance for advertisers.

Digital ink provides high resolution, full-color, digital displays which are cost effective. The digital ink effect is made from particles manipulated with electric charges reflecting light. Digital ink surfaces look like paper but act as electronic screens displaying multiple images per second. These messages can be controlled remotely at a lower cost than a video billboard.

Jeff R. Lamb is the president of DOmedia. A former U.S. Air Force Captain, Jeff has a diverse background in real estate, technology and consulting. Additionally, Jeff has been the Chief Technology Officer for Computer Wizards, which he was also the founder, and Interactive Inc., and Northlich. Learn more at http://www.domedia.com/