Guerilla Marketing in the Context of Industry 4.0

Abstract

Governments worldwide are heading towards industrial revolution 4.0. As technology develops and people gets highly connected in hypernet of industry 4.0, the needs to recognize how guerilla marketing adapts to this progress. This research seeks to explore the difference between guerilla commercials by 4.0 companies and those by the traditional ones. Research frame derives from viral marketing literatures. 56 viral commercials on social media in Indonesia during 2016-2020 period are taken as the samples. Four main differences in them are noted: (1) ICT companies tend to have themes around humanism, parody, social justice, sadness, animation, and funny videos, (2) ICT companies trigger curiosity, humor, neutrality, and sympathy, (3) ICT companies provoke less negative emotions such as horror and anger, and (4) ICT companies advertise more in online ad. Data analysis provides valuable implication to companies entering industry 4.0 through guerilla marketing