For those new to entrepreneurship or life as a small brand owner, you may not have heard of “disruptive marketing” until now. However, don’t let yourself think that because you haven’t been exposed to this type of marketing that it isn’t important. If you want to successfully compete with, and perhaps one day lead, the established, bigger players in your industry, then familiarising yourself with and engaging in disruptive marketing may be your best, and only strategy.
What is disruptive marketing?
Firstly, understand that disruptive marketing is not the term given to marketing that seeks to be the loudest interruption (aka disruption) for consumers, whereby you blast your brand’s noise over the messages of competitors. You’re not trying to personally interrupt your consumers and their daily lives. That can be referred to as outbound marketing, which has gradually returned less and less on the investment made by brands as consumers become less accepting of the unpleasant advertising attack.
Disruptive marketing is more complex than the generic outbound approach and carries more risk. Why is there more risk? Simple. You’re doing what isn’t being done. You’re disrupting the current norm of marketing: the way brands currently communicate with consumers. No reward without risk, right?
However, correct disruptive marketing is a matter of educated risk. You’re not recklessly doing anything that can be identified as disruptive according to present marketing practices. Such an approach would be a foolish waste of resources, and potentially damage a market’s perception of your brand.
Successful disruptive marketing does not occur by neglecting consumer behaviour. If you choose to neglect the consumer, you’re choosing for them to neglect you. Instead, you need to be acting upon the needs of customers. Currently, this is brands that are more relatable and seek to engage with their audience. Consumers need connections now, not just transactions.
Understand but unsure?
Perhaps Air Wick can help, a successful fragrance company that has been operating internationally for more than half a century. They introduced the Scent Decorator, a tool that allows you to easily pair a scent with the décor ideas or mood you want to create for your home. So basic, yet so effective. The task of selecting the best scent for their home is made effortless for customers, supplying the engagement and connection that customers also now desire. From a company simply selling fragrances, the creative tool was unexpected, ticking all the boxes for a successful disruptive marketing campaign.
So, rather than mimic the marketing campaigns of others, use creativity and innovation to deliver the more personal experience that your customers so desperately crave. It may be tempting to copy what has recently been beneficial for others, but the growing trend of entrepreneurship is creating more competitors, heightening the need to stand out. Do disruptive marketing right, and you may claim more market share than you ever thought was possible in your battle against the bigger brands.