An alternative of guerilla marketing is viral marketing. It is a marketing technique that encourages web sites or users to pass on a marketing message to other sites or users. Viral marketing strongly depends on a pass-along rate from person to person. If a large percentage of people forward messages to a large number of friends or family, it will increase brand awareness or achieve other marketing objectives.
This method enables companies to spread their messages through customers. A good example would be email messages forwarded from one customer to others. Sometimes customers receive rewards, if they make other customers ware of the products.
You can compare it to a virus. It is a strategy that takes advantages of rapid multiplication of message to thousands even millions. On many internet websites it has been referred to as "word-of-mouth”. But word-of-mouth, chain letters with warnings and leaked information are example of viral marketing techniques.
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