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Dropbox’s marketing mistakes were associated with a lack of competences while investing in unreliable strategies (“Distribution and Growing”). Nonetheless, the application of guerilla marketing defined the company’s popularity, as this approach uses limited financial resources wisely to attract attention while utilizing the advantages of the Internet (Levinson, Meyerson and Scarborough 2; Richard 8). It contributed to the relevant distribution of budgeting and determined the growth.
Furthermore, one of the letdowns was the underestimation of the professional assistance, as the purchase of AdWords was a failure due to low initial return on investment (“Distribution and Growing”). Success is associated with the understanding of the guerilla marketing approach. The company selected Digg to attract users with popular names such as Obama and “Chocolate Rain” while introducing the brand (“Distribution and Growing”). It defined the rise of the customer’s base while generating attention to Dropbox due to building an association with the “Google Drive Killer” (“Distribution and Growing”).
These aspects are related to the entrepreneurial tactics, as it is vital to evaluate the profitability of the decisions and potential risks (Landoll 40; National Council of Economic Education 106). The entrepreneurs have to consider the alternatives due to the extended level of bias associated with the decision-making practices (Gibcus and Hoesel 89). Guerilla strategy was a success due to the evaluated decisions and effective budgeting. Meanwhile, the utilization of AdWords was a failure, as the decision-making was not supported by the analysis.
Works Cited
“Distribution and Growing Your User Base.” eCorner. eCorner, 2012. Web.
Gibcus, Petra, and Peter Hoesel. “Strategic Decision-Making Processes in SMEs: An Exploratory Study.” Entrepreneurial Strategic Decision-Making: A Cognitive Perspective. Ed. Patrick Vermeulen and Petru Curseu. Cheltenham: Edward Elgar, 2008. Print.
Landoll, Douglas. The Security Risk Assessment Handbook: A Complete Guide for Performing Security Risk Assessments, Boca Raton: CRC Press, 2011. Print.
Levinson, Jay, Mitch Meyerson and Mary Scarborough. Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing, Irvine: Entrepreneur Press, 2008. Print.
National Council of Economic Education. The Entrepreneurship in the U.S. Economy, New York: National Council of Economic Education, 2005. Print.
Richard, Tom. Smart Sales People Don’t Advertise: 10 Ways to Outsmart Your Competition with Guerilla Marketing, Grand Rapids: Richard Stowell Enterprises, LLC., 2005. Print.
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