Social Media ManagementFebruary 11, 2019
Break the rules of marketing, think outside the box, anticipate the market trends, fill the gap and displace the established. It requires market research and analysis. For more info contact us about online sentiment analysis.
What is it really all about?
I’ve heard the term “disruptive marketing” being thrown around recently in marketing discussions as if it is the new magic cure for slow business. But what precisely is it and how can it help my business? In this article I will firstly explain how disruptive marketing can be a valuable tool in your marketing campaign strategy.
This is not a new idea that just suddenly appeared, it has actually developed from
a concept called disruptive innovation. Basically it is where a new product displaces the well-established one from its position through focussing on the needs on its users, anticipating and filling a void that the established product created. For example Netflix that is taking the South African cable television by storm, leaving DSTV and SACBC bleeding.
Similarly, disruptive marketing will look at what is lacking from
your typical marketing campaign, and think outside the box. By challenging the conventional thinking in an existing market, or even creating a new one in that industry, that is disruptive marketing at its best. When it’s the same old thing over and over again, people tend to move on. This marketing strategy gives your customers what they want. You have to create the connection with them on a personal level.
The benefits of disruptive marketing
Shifting the perception
One of the benefits of disruptive marketing is the ability to shift your brand’s customer perception from just another company selling something boring and mediocre, to a brand identity of someone who understands your needs and fill them.
Connect, engage, create
Disruptive marketing also allows you to connect with your customers. To research of your target market you certainly need to engage with them on a personal level. This is far more rewarding than duplicating the same old repetitive content over and over again. You can get creative and tell a story that speaks to your customers, thus connect with them and prompting them to engage with you.
No more copy-cats
Once you’ve created the wave in your industry, you are riding it, and no one else can duplicate the effect you’ve created. Even if the try to do something similar, it won’t have the same effect, because the impact comes from being original, not the same as the trend setter.
How do you use disruptive marketing?
The aim is to create an emotional response. Whether this response is humor, happiness, sadness or a mix, it has to be significant. The best disruptive marketing campaigns are memorable, and connecting through emotion is the best way to do so.
Walk the talk
First walk in your customers' shoes. Get to the most relevant question: “Why would I buy your product?”. People want to feel involved, above all, they want to connect to something and you can do this with a story that cater to their particular need. What is currently missing in your industry that your customers firstly need to have and what do they need to hear? Secondly, what kind of story do they see themselves being a part of?
Marketing Campaigns that are most disruptive are the ones that stand out from the crowd. Following a formula won’t get you disruptive, you have to throw away the rulebook. The best disruptive marketing campaigns involves original, bold, even controversial content that generate a buzz.
Just do it!!
Give it a try and reap the results. Get in touch with us at Iconic Marketing to help you create your own BUZZ.