There are three key principles involved in non-traditional marketing, innovation and originality, different thinking, and risk taking. Internet marketing uses online channels to satisfy customers in ways which are profitable to the brand. Offline guerrilla marketing, which in some ways is the epitome of non-traditional marketing, is unexpected, drastic and cheap. When you think about it that way there are actually many things that internet marketing and offline guerrilla marketing have in common.Unexpected:In trying to capture consumers’ attention online, marketers will often present them with unexpected content, attractive graphics or surprising titles. This approach doesn’t necessarily have to be ‘drastic’ as in the case of guerrilla marketing, however with all of the content available online, marketers have to do something slightly out of the norm. And ideally, they will do something that not only captures the consumer’s attention in that instant, but is memorable enough to make them come back to that brand’s website, Twitter page, Facebook etc. To achieve this, brands have to do more than just provide unexpected content and surprising titles; they have to then back it up with relevant messages and information which is beneficial to the reader. That way they can generate trust and consumer interest in their brand.Cheap:One of the major benefits of guerrilla marketing is the price. Guerrilla marketing campaigns set out to make a big, unexpected splash in an avant-garde, cost-effective way. While some big brands invest in guerrilla marketing, it tends to be the smaller brands with low marketing budgets who use this form of marketing the most. Internet marketing is similar in that can be a relatively inexpensive option for small companies. Techniques such as search engine optimisation and tools like blogs and microblogs can be learned and exercised by anyone. Companies who don’t understand the internet or who don’t have the time to do their own marketing will often hire an outside company to assist them, but the costs don’t have to be high. Of course, internet marketing can be costly. If brands are looking to hire a big, external agency who will be able to combine online campaigns with offline in an effort to create one, memorable message, and/or to develop interactive, engaging and very technically advanced online campaigns, then they will end up spending quite a lot of money.The beauty of the internet though, is that anyone can publish content and anyone can market that content. The playing field hasn’t entirely levelled, but it is certainly a lot more equal than it’s ever been before. So whether you’re a big brand or a small one, get out there, and make people remember you.