Move over traditional marketing, there’s a new kid on the block that is demanding that you take notice! Enter disruptive marketing, the unconventional approach that will help you to set your brand apart from the rest.
Here,
media update’s Taylor Goodman unpacks what disruptive marketing is and why it is effective.
Now without further ado, let’s get into it:
What is disruptive marketing?
Disruptive marketing originates from the term ‘disruptive innovation’, which is when smaller businesses
tap into overlooked segments of the market by making their product or service more affordable to these groups.
As bigger corporations are focusing all their energy on pleasing their profitable consumers, they tend to avoid venturing into new ground by marketing to less desirable segments.
These groups are ignored by the more established brands, which gives smaller businesses a chance to tailor their product or service to them at an affordable price. Doing this allows them to establish a foothold in this market, helping to build brand loyalty along the way.
Disruptive marketing tactics stem off of this innovation as it focuses on observing how other brands are doing things, and doing the
exact opposite — thus, disrupting the industry.
This approach means that the marketer is always looking for new, innovative ways of doing things, all while leveraging social media and technological advancements.
A disruptive brand wants to change the narrative in its industry and embrace its individuality.
In terms of specifics, there are two types of market disruptions:
Novelty: When the brand disrupts the industry by fulfilling the consumer need with a completely new product or service. This is innovation at its
finest.
Adoption: This is when the marketer is disruptive by taking an existing product / service and making it more attractive to the consumer. This is done by making it cheaper or improving how it operates.
Why is disruptive marketing effective?
In an age where consumers are met with around 4 000 to 10 000 advertisements each day, brands must showcase their uniqueness. And what better way to do this than by taking risks.
The perfect example of a brand taking a gamble and having it pay off was Nike’s ‘For Once, Just Don’t Do It’ campaign.
This initiative saw Nike contradict its famed slogan ‘Just do it’ in support of the #BlackLivesMatter movement. In the video, the brand urged its followers and other businesses to stand up against racism.
This campaign showed the brand disrupting the industry by taking a strong stance against racism and putting its company values at the forefront of its marketing.
This was a powerful move, as consumers embrace businesses with solid ethics and values, which humanises the brand and helps them feel more connected to it.
On that note, a disruptive marketing approach has proven to be a success because it champions
customer-centricity.
If you’re wondering what staying on the cutting-edge has to do with the customer, it's what they desire from brands. 88% of American consumers and 90% of UK consumers want to
engage with brands that are setting new standards, going beyond the expected and pushing the boundaries.
In summary, disruptive marketing tactics are there to get audiences’ attention with a certain degree of shock value —
but this sparks their curiosity and makes them want to know more about what you have to offer.
Do you look for creativity and innovation in the brands you support? Be sure to let us know in the comments section below.
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*Image courtesy of Vecteezy