Overview

Jay Conrad Levinson, along with Mitch Meyerson and Mary Eule Scarborough take the concepts of Guerrilla Marketing online in Guerrilla Marketing on the Internet – The Definitive Guide from the Father of Guerrilla Marketing. They cover the basics of guerrilla marketing, and then move quickly through the numerous applications of guerrilla marketing on the internet. Throughout this book they give tips and advice to help marketers avoid the pitfalls that come along with marketing on the internet.

They explain everything in a very matter-of-fact way that connects with the reader and shows them the path to success online. Each chapter features a different facet of online marketing and then applies guerrilla marketing to these areas. Not only do they give the reader good advice as to which direction they should move in their online endeavors, they also give examples and data that explains  how and why they should do so.

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Amazon Review

Jay Conrad Levinson, Mitch Meyerson, and Mary Eule Scarborough set out to continue with Levinson’s best-selling guerrilla marketing series and apply these principles to the internet. They begin by briefly explaining the basic principles for those who have not read any of the guerrilla marketing books before, and then quickly delve into its numerous applications for marketers trying to get the most out of their limited resources through the internet.

After the brief introduction, the authors move quickly into the content of the book and cover many different topics in the chapters as listed:

Chapter 1: The internet: the most powerful Guerrilla marketing tool ever created

Chapter 2: The 12 biggest internet marketing mistakes – and how to avoid them

Chapter 3: Guerrilla websites: high impact at a low cost

Chapter 4: Direct response marketing: turning visitors into customers

Chapter 5: Guerrilla communications: email, podcasts, and feeds

Chapter 6: Guerrilla traffic: driving visitors to your website

Chapter 7: Guerrilla automation: online systems for effortless follow-up

Chapter 8: Guerrilla multimedia: using audio and video for maximum impact

Chapter 9: Guerrilla internet weapons

Chapter 10: The Web 2.0 Guerrilla

Chapter 11: Guerrilla internet marketing in action: four innovative campaigns

Chapter 12: Guerrilla momentum and people power

The organization of this book is very intuitive in the way that it takes the reader from the very beginning of the internet process through tips to succeed after you up and running as a website. He starts out explaining how you should do the basics such as choosing your site design and type, choosing a domain name and hosting company, as well as navigation guidelines and design tips. He goes on to describe the easiest ways to sell online (through direct response communication) and how to tailor your site to meet the needs of the customers in this area. Another section of the book deals with technology that could be added to your site as well as emails to set your website apart from the rest of the internet. These things range from audio and video, to podcasts and RSS feeds. Another section that I felt was very important stressed the fact that you can’t do everything yourself as an entrepreneur and sometimes you need help. He goes over the times when it is the most beneficial for a guerrilla to outsource the work or find a freelancer. Towards the end of the book he lists over 170 weapons that a guerrilla could use to help promote their website on the internet, and this list contains many good ideas that most people simply wouldn’t think of on their own.

There is very little that he has taken from others as far as theory goes. Throughout this book Levinson looks to build off of his already successful guerrilla marketing framework. He takes the reader through a step by step process in each of the above topics and helps them understand not only WHAT to do to be a successful guerrilla marketer, but he helps them understand WHY they should be doing this. This reasoning is frequently backed up by statistics and studies about consumers’ tendencies as users of the internet, which helps out with the validity of his theories and suggestions for the best course of action. He also uses examples frequently to explain how the concepts he introduces could actually be used in the real business.

Pro’s

Easy to read and comprehend

Uses examples of the theories in practice

Gives sound advice that makes sense and backs it up with evidence

Con’s

Can be repetitive at times

Basic, may need additional information to put some things into practice

Overall, I think this book was a very good read for both people interested in starting out with an internet venture, as well as those who are already established but are looking for ways to improve their website while keeping costs low. Levinson obviously has tons of experience with this style of marketing and he makes it simple and easy for people of any level of computer literacy to understand the concepts he is talking about as well as the application of these concepts. This book will save you time, stress, and money when it comes to marketing on the internet, and I recommend it to all you prospective marketers out there.