Ask people for their definition of “disruptive marketing” and you will most likely get a variety of answers. Some simple. Others extremely complex.
Contrary to the name, disruptive marketing isn’t the same thing as interruption marketing. In fact, it’s the opposite.
Interruption marketing (to some customers) is like sticking your foot out to trip someone to sell them something they don’t want. But disruptive marketing is simply the act of grabbing someone’s attention in ways they would never expect.
It’s also giving people exactly what they want.
Disruptive marketing isn’t new. Like most “trending” marketing buzzwords making the rounds, the concept has been around for a long time.
It was coined over two decades ago by Harvard Professor Clayton M. Christensen. He called it “a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.”
Pinpoint your customer needs
The idea originally applied to smaller companies who knew they couldn’t compete head-to-head with massive competitors, so they went in a different direction. They started digging deep into research and actually listened to their customers.
Then they pinpointed needs that weren’t being met by major corporations and developed unique products that appealed to customers, products that fulfilled a specific personal need, as if they were designed just for those customers. In fact, in some cases, they were.
And their customers loved them. They felt those companies were trying to connect with them instead of just pushing products down their throats in the hopes they will buy.
This not only increased sales, it improved customer satisfaction and loyalty dramatically.
Corporations, especially major brands, recognized this success. Now many of them are following the same path, especially with technology products.
Not only are they offering products that customers need, they’re also reaching out to customers on a whole new level.
Connect with customers in a personal way
The heart of disruptive marketing is content marketing. It bypasses traditional marketing and connects with people in a more personal way. It provides solutions tailored specifically for them.
And it’s working.
Companies of all sizes are reaping the benefits of disruptive marketing. It’s a long-term commitment, but it’s worth it.
It appeals to today’s customer mindset. They demand more from companies and technology. They know what they want, and they don’t want to be bombarded with relentless, complicated messages and campaigns.
So, companies are keeping their messages simple. They also recognize that it needs to be a conversation, not a monologue. They’re listening to customer feedback.
Marketers are also creating campaigns that challenge conventional thinking. They grab people’s attention. Make them stop, look, and think.
They give them something totally unexpected. In a lot of cases, they even entertain them.
Redesign the Box
Not only is disruptive marketing far outside the box, it has totally redesigned what a box looks like. Business and technology are changing rapidly. They’re evolving and so are customers. Companies must evolve with them.
Many have made the shift and done it very successfully.
Have you?
Talk to us. We can help.
Contact us today and let’s start a conversation of our own. We can help you determine what you need by discovering what your customers need.
