Disruptive marketing is characterized by being an unconventional marketing form that breaks with the patterns established in one or more of the 4p's marketing (product, price, distribution and promotion), becoming a strategy that seeks to surprise the public and achieve greater attention .
Although disruptive marketing is a relatively new strategy, it has already proven to be very effective. In fact, many companies have managed to obtain great success thanks to this type of marketing.
According to a study by McKinsey consultant, 43% of companies leading the market in their category use disruptive marketing. This means that disruptive marketing is a technique that works and that the companies that use it are more likely to success.
The objective of this type of strategy is to attract new customers and make them faithful followers of the brand. The key to the success of this type of strategy is innovation.
In Gowtech we know that innovation is the key to the success of disruptive marketing . If companies want to break the status quo and capture the public's attention, they have to be innovative. Innovation is the ability to offer something new and different, and that is what attracts consumers.
In this way, we can innovate in any aspect from the packaging of the product to new supports and distribution and sale channels. The price is another of the variables that can also interfere with this marketing technique, we can upload it or lower it surprisingly and unforeseen.
This type of marketing aims to generate a change in consumer behaviors , so that they can adopt new habits. To achieve this goal, disruptive marketing uses novel and creative techniques, which manages to get attention.
Those in charge of putting it into practice must have certain knowledge on certain topics, such as the attentive listening of what happens around being aware of the present, curiosity for details, faculty to perceive what others think and feel in order to gain the affection of people.
We can use other trends to create disruptive marketing such as Shoppable TV , a new purchase experience that tries to achieve a solution to customer needs.
Another of the trends that has been stomping by revolutionizing electronic commerce is the " Live Shopping ", a new way of purchase and sale online through live broadcasts.
In addition, its collaborators inform us that one of the principles of disruptive marketing is to break the established rules. Therefore, it does not have to follow the same strategies as traditional companies. Instead, techniques such as viral marketing, guerrillas marketing or urban guerrillas can be used.
Another characteristic of disruptive marketing is creativity, companies must take it into account to be able to implement this shocking technique. Campaigns of this type of marketing are usually very original and innovative, which allows them to get the attention of consumers. In addition, different media can be used to transmit the message, such as the Internet, radio, television or direct marketing.
Thus, some of the trends used in disruptive marketing are:
· Specialized designs for mobile devices.
· Contents dispensed by various means with great media influence.
· Provide to our users relating more to these.
· Data and metric management is essential to obtain deep knowledge of both our brand and our users.
· Efficient and clear management of social networks.
· Need to be creative and different.
According to Geofrey Colon, disruptive marketing is a combination of touch -ups, psychology, sociology, anthropology, neuroscience, art, design, mathematics, lateral thinking, predictive analytics and application programming interfaces of applications and measurements.
On the other hand, there are different types of disruptive marketing whose use depends on the objectives that the company wants to achieve. To capture the attention of consumers who are increasingly difficult to captivate, it is necessary to give it a different touch. Regardless of the medium used to achieve this, there are a series of risks that their collaborators inform us that we must avoid:
· Brand distortion : there is a risk of ending the company's brand identity, this may be the cause of the company, it must be related to its values.
· Price distortion : This variable must be carefully planned and managed as it can generate great chaos. The inventory, sale and distribution capacity, etc. must be controlled, etc.
· Distortion by means : it is the most complicated of all since we live in a digital world where there are a wide variety of media. Some media of great value for companies are social networks such as Instagram or Facebook since they have a great scope in addition to the little economic investment they require.
Although disruptive marketing is a relatively new strategy, it has already proven to be very effective. In fact, many companies have managed to obtain great success thanks to this type of marketing.
The objective of disruptive marketing is to generate a change in consumer behaviors, so that they can adopt new habits. To achieve this goal, disruptive marketing uses novel and creative techniques, which manages to get attention.
