Marketers know that it is difficult to be noticed among the crowd. The internet and technology have made it hard to be noticed by consumers who are bombarded with brand advertisements and content. This is compounded by the fact that people's attention spans are shorter than those of goldfish, and it's a significant challenge.
For smaller brands or newer ones to succeed, disruptive marketing is often required. It involves the transformation and even replacement of industry status quos.
What does disruptive marketing actually mean? What does disruptive marketing actually mean? Is it worth taking the chance?
These questions and many more will be answered in the sections below. Let's get started!
- The business concept of disruptive innovation is the root of disruption marketing.
- Disruptive marketing, like disruptive innovation, makes products more accessible, always customer-focused and takes some risk.
- Disruption means challenging assumptions and committing for continuous improvement.
- Two major disruptions in marketing include social media advertising and influencer market.
- Brands such as Wendy's, La Croix and AirBnB have used content to implement disruptive marketing strategies.
What is disruptive marketing?
Innovative roots of disruptive marketing
The idea of disruptive marketing, which Clay Christensen, a Harvard business professor, coined, is the root of disruption marketing. Clay described disruptive innovation as:
“A process whereby a product or service is able to take root in basic applications at the bottom end of a market. . . eventually, they will be able to replace established competitors.”
It is essentially a small start, builds momentum, changes industry norms and finally creates completely new ones.
This video gives you a quick, but very helpful overview of disruptive innovation. I highly recommend it.
Here are some important points to take away from the video
Disruptive innovation is a way to make something more affordable and accessible.
This is evident in the most prominent example: technology innovations and smartphones. These have made data accessible to all.
Disruptive innovation can often seem like it is doing everything wrong from the beginning.
People laughed at the idea that someone could get in a stranger's vehicle when Uber was first founded. People were nervous about AirBnB's idea. Today? Both are part of daily life and travel.
Disruptive innovations often have low quality initial results.
They are subject to many iterations and changes over time. Consider our iPhones: Every new iPhone is better than the previous, but Apple doesn’t wait to release every feature.
Disruptive innovations are focused on the customer.
Marketing and business innovation crowds agree that customers are the key to success. Disruptive innovation is about anticipating customer needs and filling them before customers even know they exist.
What does it all mean?
These are all true for disruptive marketing. These points are marketing-oriented and look something like this:
Disruptive marketing is a new, innovative approach to marketing products or services to existing and new audiences. Disruptive marketing uses new channels, mediums and messages to achieve something that no other company has done.
Disruptive marketing is therefore risky. There are no examples of past success to draw from. Marketers must look at what they know and make informed predictions about the likely appeal to their audiences.
All of this may sound complicated, but it's not. If disruptive marketing was easy, brands would be doing it all the time to stay ahead of the competition.
You can learn tools and techniques to help you identify opportunities for disruption marketing and innovation. These techniques can be used to your advantage by constantly testing out new disruptive strategies and operating in a manner that attracts attention to your content.
The payoff is huge! It can be enormous! Disruptive marketing allows new market entrants to leapfrog established competitors. It also boosts company growth and increases brand awareness.
How can you use disruptive marketing to your advantage?
To uncover new marketing ideas, you must challenge existing marketing practices and consumer preferences. Another idea in business innovation is to challenge assumptions. It basically means to question the truth of what is believed to be true.
You will get either confirmation that your assumption is true or realization that it's false. If you get the second answer, which is that the assumption is false, you will know that you have an opportunity to disrupt marketing.
To challenge assumptions in a market or industry, you must question the core of your beliefs. These are some business innovation examples.
Image Source: weploy
Imagine 20 years ago what people would have said if they were told about hotels with no cash or accommodation providers without property or taxi companies who don't own cars.
It is possible that what appears impossible might actually be true. It could be an assumption. To find new growth opportunities, true disruptive innovators and disruptive marketers challenge assumptions every day.
These are two examples of true marketing disruptions that could help you see how this concept works in practice:
Although it's difficult to believe now, there was once a time when businesses could use social media. Many millennials will tell you that social media was once something only college and high school students had access to. Today, social media ads have revolutionized the way that social media platforms make money and the way brands interact with consumers.
Marketing to Influencers
People with thousands of followers can promote products and earn a living. Even a few years back, marketers may have laughed at this idea. Today, brands are looking for micro- and mid-level influences. These influencers are quickly replacing celebrity endorsements because they are less relatable and authentic than content from influencers.
When you are implementing disruptive marketing strategies, the second thing you should remember is that you can't wait for it all to be perfect. And, most likely, your competitor will beat you out. It is important to launch quickly and then improve on the feedback from your audience.
This does not mean that you should be reckless. It means looking for ways to spread your idea, continuously evaluating its performance, and constantly improving.
Your social media content is a simple example. Post content, track engagement and performance, then adjust your strategy. It doesn't matter if every post is perfect before you start to be active on social media.
It is the same for disruptive marketing ideas. It is best to get it ready to launch. Then, you can see the reactions of your initial audience and then improve it as you grow it. This strategy will allow you to be more flexible and test assumptions about your audience.
Four examples of great disruptive marketing
You might now be asking yourself: Is disruptive marketing right for me? Examples like Uber, Facebook and Apple are all examples. How did disruption help small businesses get ahead? How can you be truly disruptive in your niche, even if you have a small budget?
Great questions. Here's the good news: You can do it with content.
Today, 91% of businesses use content marketing across all industries. It is proven to generate 3x as many leads and 6x more conversions than other marketing methods and cost only 62%.
Your content can be a great opportunity to disrupt the status quo in marketing. Let's take a look at four brands that have done it successfully.
Dollar Shave Club
Dollar Shave Club was attempting to outdo each other in terms of the best razor brands. In 2011, they made a revolutionary assumption: that people don't really care about these things when it comes shaving.
They also got to the bottom of the inconveniences associated with buying a razor.
Dollar Shave Club's original commercial, viewed over 24+ million times on YouTube, uses a healthy dose snarky humor and humor to quickly convince potential customers they have a better choice.
They completely flipped the narrative of the razor industry, convincing the masses that less is more. They now have over 4 million subscribers.
La Croix has been in existence since 1981 in the highly competitive beverage industry. Celebrity endorsements are common within this industry. We can all name some Pepsi and Gatorade commercials that featured famous faces. Influencers became just as popular after social media was a thing.
La Croix chose to go after influencers with a lot of followers, rather than pursue the big-name ones. To create content that was more relevant to their audience, they began partnering with micro-and nano-influencers (some of whom only had a few hundred followers). They began to feature it on their social media pages.
img alt=”La Croix Instagram Post featuring Micro-Influencer Content.” height=”605″ loading=”lazy” src=”https://marketinginsidergroup.com/wp-content/uploads/2022/05/La-Croix.jpg” width=”997″/>
Image Source: Instagram
It worked! It worked! La Croix saw its sales increase by 50% over five years, from 2013-2018. This is a testament to the power of micro-influencers in attracting and engaging their audience.
AirBnB used user-generated content, whether it was from an influencer or not, to build a brand that is now well-known for its authenticity and for inspiring wanderlust among its customers. AirBnB does not own any property that is available for rent on its platform. They decided to look at their customers in order to find and share content.
AirBnB content generated by app users was more than 75% in 2016, long before user-generated campaigns were common.
Image Source: Pixlee
They shifted away from sharing photos of property and instead focused on the experience of staying at a particular place. It paid off, as we now know.
Would you believe me if I said that snarky marketing originated in the fast-food industry? That's right. Wendy's was the first to realize that clever, snarky interactions with customers would help brands stand out in crowded social media areas.
Their snarky responses to customers (many of whom quite literally ask for it), evolved into an annual #NationalRoastDay where Wendy's roasts competitors and Twitter users. They don't miss an opportunity to take on their top competitor when it presents itself.
img alt=”Example Wendy's snarky marketing on social media” class=”aligncenter” height=”524″ loading=”lazy” src=”https://marketinginsidergroup.com/wp-content/uploads/2022/05/Wendys-snark.jpg” width=”700″/>
Image Source: Twitter
Wendy's social media snark earned them followers and created a new brand part. It also kept their brand name active online. It was worth the risk!
More to you
Your brand could be a disruptor within your industry. Your content can be a catalyst for new ideas and opportunities in your marketing strategy, from blogs to videos to social media posts and many other forms.
Marketing Insider Group is able to help you improve the quality and quantity of your brand's content. For one year, our team of SEO specialists and writers will provide you with optimized content that is ready to publish every week. ).
To get started, check out our SEO Blog Writing Service.
Marketing Insider Group's first post, The Content-Driven Guide To Disruptive Marketing [With Exemples], appeared first.
By: Michael Brenner
Title: The Content-Driven Guide to Disruptive Marketing [With Examples]
Sourced From: marketinginsidergroup.com/content-marketing/the-content-driven-guide-to-disruptive-marketing-with-examples/
Published Date: Wed, 01 Jun 2022 10:00:15 +0000
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