Today we live in a dynamic world. Technology, products and services are changing and evolving rapidly. As a result, customers have become not only spoilt for choice but also exhausted from the information overload they are facing every day. Standing out from the crowd is one of the main challenges for marketers and this is where disruptive marketing can help to compete in the global market more effectively and get noticed by your customers.
Disruptive marketing means turning all the marketing rules upside down, shaking things up and changing the perception not just about your company but about the industry as a whole. Moreover, disruptive marketing encourages companies to rethink the whole brand, not just its advertising and marketing campaigns
Disruptive marketing is more than just a buzzword. In “the age of the customer”, the only way to stay competitive is by rethinking your traditional marketing practices and rules you are playing by. As the way customers understand, react to and accept companies has changed, marketers must take more risks and increasingly trust their intuition. In fact, today’s distraction-filled world where consumers are exposed to ~10,000 brand messages per day has made disruption highly relevant. But what does disruptive marketing strategy entail and how can brands utilize it to boost their marketing efforts?
We now live in the world where conversations win over hard selling. It’s a place where users create the best content about brands; people focus on feelings, and analytics with creativity are the cornerstones of growth.
In fact, according to new research studies, 88% of consumers in the U.S. and 90% in the U.K. want to engage with brands that are setting new standards, are going beyond the expected and pushing the boundaries. In this setting, traditional marketing has to be replaced by disruptive marketing that is daring and breaks the status quo.
Moreover, disruptive marketing encourages companies to rethink the whole brand, not just its advertising and marketing campaigns. They have to be ready to change their business model, their product or service, and the message they communicate to consumers. Although disruptive marketing can be a risky venture, sticking to the status quo business model over a long period of time can be even more dangerous.
According to researchers, two types of market disruptions exist:
1-Novelty – This entails fulfilling customer’s needs in a new way or offering a completely new product or service.
2-Adoption -This entails improving the current product or service and making it faster, better or cheaper.
Effective brand storytelling is an invaluable approach at a time when 92% of consumers admit that they want to see ads that tell a good story. In fact, messages delivered as stories have more memorability and prove to be up to 22 times more memorable than others.
4-Affordability – Effective disruptive marketing changes the way things are done and challenges how people are thinking about your product or services.
5-Curiosity -Disruptive marketing is unique, and therefore attracts people, intrigues them, and makes them look for more information.
Consumers love disruptive innovative marketing campaigns because they make them think in completely new directions.
It’s unique and can never duplicated according to research studies, and have the top five brand attributes that matter the most to millennials which are trustworthiness (31%), creativeness (29%), intelligence (23%), authenticity (22%), and confidence (21%).
Unlike traditional marketing which places your brand in a specific ‘category’, disruptive marketing allows you to freely try out new things, and not to stick to the old rules but try new industries too.
To create a disruptive marketing campaign, a brand needs to do the following:
1. Understand your industry-Before creating a disruptive marketing strategy, a brand needs to understand the industry where it operates, the trends wihin the industry and what the brand wants to disrupt. Tools like Survey Monkey, Thnk with Google, BizStats and others can be used to gain in-depth knowledge of the industry, products, or services. A brand needs to think about the weaknesses of the industry or potential customers whose needs are not addressed. Thereafter, find where and how the brand can fill an unmet need and create something new or make significant improvements in existing products or services.
2. Understand your customer
To create a successful disruptive campaign, a business needs to step into its customer’s shoes to understand their unique needs and expectations. Therefore, it’s crucial to explore the audience that is important to the brand, assess what they need and want, how they spend their time, what they expect from your business and what would wow them. Analytic tools like Followerlink, Google Analytics, Capsulink, and others can be used to get more in-depth insights of the audience and their behavior.
3. Promote your competitive edge -When a brands knows its competitive advantage, it needs to promote it in an unexpected way to create a buzz with something unseen and remarkable.
4. Be relentlessly relevant
The strongest brands are the ones that are relentlessly relevant and make a difference in the lives of consumers and also create experiences that are relevant to the customers.
5. Use Humor-A brand needs to be able to laugh at itself and also learn from its mistakes
7. Stand out from the crowd
Customers are more enlightenend than ever thus,standing apart from the crowd is one of the major challenges for advertisers. This is here disruptive marketing can assist with dealing with the challenges in the global worldwide.
We are in “the age of the consumer”, and the best way to remain relevant is by reconsidering the traditional advertising practices and rules that businesses are playing by.
88% of buyers in the United States and 90% in the United Kingdom need to draw lessons from brands that are setting new principles, pushing past the normal and the limits. In this setting, traditional marketing must be supplemented with disruptive marketing as remaining in the past can be considerably more perilous.