An examination of guerrilla marketing tactics in emerging markets: A study of a street art campaign in Port Harcourt, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study (250 words):
Guerrilla marketing employs unconventional, low-cost tactics to achieve high impact, making it especially relevant in emerging markets where traditional advertising budgets may be limited. In Port Harcourt, street art campaigns have emerged as a creative form of guerrilla marketing, using public spaces to convey brand messages in unexpected ways. This study examines how these campaigns harness local culture and urban aesthetics to engage consumers and create memorable brand experiences. By integrating elements of art, community engagement, and digital amplification via social media, guerrilla marketing can disrupt conventional consumer behavior patterns and drive organic word-of-mouth promotion. The research analyzes various components such as location selection, artistic creativity, and integration with digital channels to determine their impact on consumer engagement and brand recall. Additionally, the study explores the challenges associated with guerrilla marketing in emerging markets, including regulatory constraints, public reception, and scalability issues. The investigation provides comprehensive insights into the effectiveness of street art campaigns as a guerrilla marketing tool and offers practical recommendations for brands seeking to leverage such strategies in dynamic urban environments (Chukwu, 2023; Okoro, 2024).
Statement of the problem (150 words):
Brands in emerging markets like Port Harcourt face challenges in capturing consumer attention due to limited advertising budgets and saturated digital environments. Guerrilla marketing tactics, such as street art campaigns, present an opportunity to create high-impact, low-cost promotions; however, there is limited empirical evidence on their effectiveness in driving consumer engagement. Issues such as regulatory restrictions, inconsistent public reception, and difficulties in measuring campaign impact hinder widespread adoption of these tactics. This study seeks to address these gaps by examining how guerrilla marketing influences brand perception and consumer behavior, identifying key factors that contribute to campaign success and outlining strategies to overcome implementation challenges (Chukwu, 2023).
Objectives of the study:
To evaluate the effectiveness of guerrilla marketing tactics in emerging markets.
To identify challenges associated with street art campaigns in urban settings.
To propose strategies for optimizing guerrilla marketing efforts.
Research questions:
How do guerrilla marketing tactics impact consumer engagement in emerging markets?
What challenges affect the execution of street art campaigns?
What strategies can enhance the success of guerrilla marketing initiatives?
Significance of the study
This study is significant as it provides insights into the potential of guerrilla marketing tactics to drive brand engagement in emerging markets. The findings will help marketers in Port Harcourt design innovative, cost-effective campaigns that resonate with local audiences and overcome regulatory and operational challenges. By offering actionable recommendations, the study contributes to the strategic development of guerrilla marketing in dynamic urban environments (Chukwu, 2023; Okoro, 2024).
Scope and limitations of the study:
This study is limited to a street art campaign in Port Harcourt and does not consider other guerrilla marketing tactics or regions.
Definitions of terms:
Guerrilla marketing: Unconventional, low-cost marketing strategies aimed at generating buzz.
Street art campaign: The use of public art as a medium for brand promotion.
Emerging markets: Economies experiencing rapid growth and development.
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