In our modern digital world, we are constantly bombarded with ads and we are all getting sick of it (that’s what we call ad fatigue). Marketers spend billions of dollars a year on advertising and consumers spend all their time trying to avoid ads!

With this challenge of depleting consumer attention, how can businesses still grab the attention of their target audience? Traditional marketing is clearly not the way to go, which is why disruptive marketing has emerged as a powerful tool to break through the noise and make a lasting impression.

Disruptive marketing is definitely not a new term to marketers, it has become a buzzword in recent years, along with a very similar term: guerrilla marketing. If you’re confused, don’t worry! While they both are all about standing out from the crowd, they approach this objective in distinct ways. Let’s dive into the difference between disruptive marketing and guerrilla marketing, and what it means for brands!

The Essence of Disruptive Marketing

Basically, disruptive marketing is about novel and unconventional ideas that catch attention! Whether it’s in digital spaces or even traditional billboards, disruptive marketing breaks away from the mundane and predictable to create a buzz and engage the audience on a deeper level. It’s all about innovation, creativity, and pushing boundaries.

In our last article, we talked about creating real-life experiences as part of disruptive marketing. Especially in a virtual age where everything was online because of the pandemic, many brands have seen huge success with event-driven disruptive marketing. Disruption doesn’t have to be strictly physically present either; digital disruption is also another aspect of disruptive marketing.

Then What Is Guerrilla Marketing?

Guerrilla marketing is a subset of disruptive marketing and takes its inspiration from guerrilla warfare — using unconventional tactics to achieve significant impact with minimal resources. Think audacious stunts, unexpected interactions, and unconventional placements that really capture your attention and go viral.

At the heart of guerrilla marketing is two things: high creativity, low cost. Traditional advertising is expensive, as we know, but guerrilla marketing is all about being creative and resourceful.

By coming up with brilliant ideas, brands can create a memorable experience for consumers without breaking the bank. The power of these great ideas is then multiplied when you bring in the power of virality and word-of-mouth. Funny, abnormal, and truly disruptive campaigns often spread like wildfire across social media, and that’s what brings your brand to life!

Key Differences

So disruptive marketing and guerrilla marketing are both about being unconventional and attention-grabbing, but there are clear distinctions that set them apart:

Scope and Strategy

– Disruptive marketing can include a whole bunch of different strategies, including guerrilla marketing, digital disruption, and event-driven marketing.

– Guerrilla marketing specifically looks at unconventional tactics and unexpected interactions to create a buzz.

Longevity

– Disruptive marketing can sometimes be long-lasting, by changing the way brands operate and how they engage with customers.

– Guerrilla marketing campaigns are about getting high visibility in a short span by going viral.

Risk Tolerance

– Guerrilla marketing can be riskier due to its unconventional and sometimes controversial nature.

– Disruptive marketing includes a wide range of strategies with varying levels of risk.

So, which one should you choose? Well, it all depends on your brand’s personality, goals, and, of course, your budget. If you’re looking to make a splash on a shoestring budget, guerrilla marketing could be your playful path to success.

In the end, whether you’re disrupting the digital landscape or launching guerrilla-style surprises in the streets, the name of the game is to stand out, create buzz, and leave a lasting impression.

It does need to start with a great idea, which doesn’t always come easy! Here at Hussel, we run on disruption and creativity. Our team of marketing disruptors knows how to make heads turn.

We’ve been working with many brands to shake things up and challenge the norms with disruptive, guerrilla-style campaigns, check out what we’ve done for other brands.

Ready to disrupt the world with a viral campaign? Let’s chat!