The truth that I wanted to write a post. Clarifies these two terms that are so often confus. We Marketing look for examples on the Internet and that mean completely different things to the world and marketing professionals.
First of all we must emphasize
Concepts are simply new forms of communication and marketing. According to many analysts in this sector, the Marketing way companies communicate over the last five years has been changing at a very rapid pace. This is due to the fact that there is a great saturation of the media; the consumer’s mind is invaded by information, messages and commercials, which makes it increasingly difficult to attract the recipient’s attention.
Talk simply about two non-conventional
communication formulas such as Ambient Marketing and Street Marketing , which are part of a wide range called Alternative Marketing , where we can find from the two mentioned above, to well-known tools such as Geomarketing, Guerrilla Marketing , Sensory Marketing, Engagement Marketing , etc.
All of them seeking, as their main objective, to reach the final consumer by increasing the level of impact thanks to the surprise effect, trust and sending a message outside of its traditional context.
What Street Marketing?
A set of promotional or advertising Marketing actions, carried out in urban spaces, mainly in commercial spaces or on the street, whose objective is to obtain a greater impact, bringing the company or the product directly to the consumer.
These actions do not require a significant financial investment, but rather a high dose of ingenuity, imagination and some other actors, where without warning the consumer will find himself involved and participating in it.
The surprise caus way of taking
marketing to the street is proportional Marketing to the memory that these brands leave in the consumer’s memory, demonstrating originality and a very creative way of standing out from their competition.
Here we can see some examples of some campaigns related to Street Marketing. The first one is where Renault promotes its new Clio IV:
And the second, as Oxfan, a non-profit organization, surprises people with an improvised dinner:
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The Ambient Marketing?
[box] It is an action that uses elements of the environment and reinvents them to transmit an advertising message in a creative and original way, being more striking, affordable and less intrusive than others . [/box]
Advertising will be integrated into the medium and can be used both indoors and outdoors. A very distinctive aspect is that it relates the created environment with the consumer experience.
A couple of examples
of Ambient Marketing so that you understand the concepts explained clearly. The first of them is an action by Mango.
And in the second APA Insurance, a Marketing company dedicated to insurance.
Nowadays, these terms are often confused
Guerrilla Marketing, where there are no actors participating in the action, there is no search for interaction Marketing with the consumer and where the created environment is not related to the consumer experience. The only thing that Guerrilla Marketing seeks is to attract attention by attracting the media and obtaining free appearances in other media.
As we said before, our entire environment
Changing and the use of this type of tools adds value to our brand, improves our positioning, creates competitive differences, generates feedback with our audience, arouses curiosity, transmits closeness, is easier to remember, communicates a message, etc. The truth is that it is a very current resource and the benefits obtained are greater than the investment required.
Where is the key to its use? Well, in my opinion, what I would recommend the most is that when promoting a product or service we use Street Marketing, since the use of actors how to promote a company on whatsApp allows us to have greater feedback with our recipient, and on the other hand, in the case of Ambient Marketing, we would use it more for positioning our brand, since we seek to capture their attention and relate it to the moment of consumption.
To conclude our post, I hope
Two concepts Alternative Marketing alb directory made clear and I encourage all those followers of La Cultura del Marketing to send us their favorite Street Marketing or Ambient Marketing campaigns, if you detect any campaign that confuses the terms or if you have participated in any specific action that has surprised you and you want to share it.
