Grassroot Marketing and Its Implications

Recently, blogs have become as common as bumper stickers and YouTube has made viral videos a staple in digital media culture. Corporations are jumping on the viral bandwagon in an attempt to appeal to a culture unimpressed by traditional media advertising. In addition, the presence of inexpensive digital cameras, more-powerful computers, easy-to-use editing and publishing software, and the proliferation of broadband have made it possible for anyone with a laptop and an imagination to express themselves.

What Is It?

In any business, marketing your goods and services are imperative to success. The classical definition of marketing is “a system of organizational activities designed to plan, price, promote, and distribute something of value for the benefit of present and potential customers”. However, you can think of marketing as a way to let people know that you have something that they want or need. Specially, grassroots marketing is a cost-effective marketing strategy that is a based on personal recommendations. Instead of using mass media forums such as the television and radio to advertise their products, companies rely on personal recommendations or word-of-mouth strategy sustained by its supporting communities to promote their products.

Why Do Advertisers Use It?

A plethora of advertisements in the subways, buses, buildings and media has led people to generally ignore, avoid or simply become oblivious to advertising techniques. As people spend more time online, advertisers no longer have to depend on paid media to distribute their marketing messages. Instead, they conduct advertisements in obscure locations, thereby peaking the interest of potential customers as opposed to generating feelings of hostility and adversion. Also, in an online space, it is easier for advertisers to seek out and target specific groups for their products, generating more feedback from consumers.

Why Does It Work?

People do not rely on conflicting assertions made by manufacturers and merchants but trust independent sources. Product information obtained by others has a layer of credibility since people believe others are speaking honestly and they are unlikely to have an ulterior motive for their referrals. Personal recommendations encourage others to try business products and in turn recommend to others if the product is good, producing a ripple effect.

How do Advertisers Implement it?

Companies permeate communities and maintain relationships to build a base of loyal customers who promote their products. They may create a community by instigating curiosity among people using guerrilla marketing. They build strong, lasting relationships with a specific, targeted group or community. They become a valuable resource to the consumers and relate the community’s needs to the business objective to create a win situation for everyone. Companies actively participate in events of their communities and contribute to discussion groups or email lists. They may also post advertisements in places people do not expect ads, such as YouTube which is a vibrant online video community of amateurs. Thus, the marketing efforts are toward actual, current users. Members of the community are encouraged to do activities that create positive ripples about the product, services and the image of the company, and in return, loyal consumers are rewarded with benefits from the companies. Through the recommendations from inside the communities, companies are able to reach potential consumers.

What Are the Implications of Grassroot Marketing?

Corporations choosing to explore grassroots media face challenges with respect to legitimatizing their marketing avenues. Fake identities hired by corporations to promote their products may mislead people, ultimately diluting the trust given to others within the online community. It is an issue whether or not to regulate grassroot marketing. Laws and/or policies protecting consumers from scams may be considered.