Let’s talk about disruptive marketing at the latter part of the article. I want to briefly discuss what interruption marketing is all about.
Here’s how Wikipedia defined interruptive or interruption marketing:
“Interruption marketing or outbound marketing is promoting a product through continued advertising, promotions, public relations and sales. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising.”
The plan is to force the consumer into buying their product or service and it comes in several forms. From TV and radio ads, to newspaper ads, to billboards, to emails and web banner ads – all of which have advertisements that tell the consumer to “buy now.” More often than not, these are marketing campaigns that people hate and complain about.
Some even call this as “push marketing” and I am not surprised.
Disruptive marketing, on the other hand is an entirely different story, as it started making waves following the emergence of disruptive innovation.
At this point, I feel that it’s necessary to give a brief backgrounder on disruptive innovation to understand this new type of marketing.
So here’s a bit about it. It’s basically a battle between the incumbents and entrants.
In a broader sense, disruptive innovation came about when small companies – labeled as entrants – started to offer something more appealing (a.k.a. “convenient”) than the usual, existing product or service using just little resources yet the results lead to a breakthrough that it poses as a major challenge to established, incumbent companies and ultimately overtake the market. Hence, the disruption.
Uber has been made a classic example of disruptive innovation but there have been points of contention as to why it was not considered as such. In a way, it has become disruptive because of how it changed the whole taxi industry, but experts say it missed a few parameters to be considered as disruptive. If you read more about low-end or new market footholds, you’ll understand why.
Anyhow, as mentioned, thanks to disruptive innovation, a new kind of approach in marketing has come to existence. The modern digital consumer has become the focus of attention when it comes to developing marketing content, be it through social media, email, web content or any other digital marketing media.
Understanding today’s consumer behavior by understanding his journey has made marketing content more personalized, more connected. Some large companies have already gotten the memo, considering their efforts in sending more personalized emails to their clients with the company’s CEO as the sender. Nice touch.
If you think about it, this paradigm shift has also somehow changed a large part of the customer service landscape. Customer service is no longer applicable just in after sales, but in every part of a customer’s journey.
And part of a digital consumer’s journey is finding the right person (or company) to trust.
Think about it. When was the last time you searched on Google to check out catering services, or restaurants, or an event venue or perhaps a photographer, or any company or professional which you needed services for? Didn’t you bother checking their reviews or testimonials before you gave them a call to inquire from them?
Companies and professionals who do disruptive marketing are aware of this digital consumer behavior. They are aware of the buyer’s “pain points” and what-nots.
Now tell me, does the old adage, “The customer is always right,” still apply?
Would you go for interruption or disruption?
You tell me.