Alternative Marketing.. Is It For You

Marketing Vox Defines Alternative Marketing as "offbeat and cutting-edge marketing practices,also known as guerrilla or street marketing"

I like that description. As a direct marketer, I would like to add that that wild and creative as these activities are, there should be conducted within a campaign discipline with measurable goals, processes and objectives.

Marketing Vox carries a regular column Alternative Marketing Case Studies in their bulletin

More case studies on Alternative and Innovative Marketing may be found at
The Marketing Strategy Innovation Blog

Academic Paper??
If you want a some academic paper on Alternate Marketing, you can download one from Scribd, Alternative Marketing Techniques for Entrepreneurs.

Alternative vs Innovative Marketing
I guess if you want to be "alternative" you must be innovative, but perhaps not vis-versa. That's just a thought.

If you are into definitions, here's a heavy one from the OECD UN organization for Economic and Cooperation and Development

"A marketing innovation is the implementation of a new marketing method involving significant changes in product design or packaging, product placement, product promotion or pricing.

Marketing innovations are aimed at better addressing customer needs, opening up new markets, or newly positioning a firm’s product on the market, with the objective of increasing the firm’s sales.

The distinguishing feature of a marketing innovation compared to other changes in a firm's marketing instruments is the implementation of a marketing method not previously used by the firm. It must be part of a new marketing concept or strategy that represents a significant departure from the firm’s existing marketing methods. The new marketing method can either be developed by the innovating firm or adopted from other firms or organisations. New marketing methods can be implemented for both new and existing products."

Share your thoughts
At this time of the year, many of us look forward some authoritative report from someone like AC Nielson, Advertising Ages, etc on the "10 Alternative Strategies to look Out for in 2009"

Instead of waiting I thought I would rather hear from everyone. What do you think 10 alternatives trends could be?

Meantime I leave you with some thoughts from an article "There is No Alternative to Alternative Marketing"