More and more often in our days, we hear the word “disruptive". This word in many industries means different things to different people. Initially, the disruption appeared in innovation, and then in disruptive marketing. It is worth noting that this concept exists much more time than disruptive marketing. Nowadays, the disruptive marketing grow and evolve, moreover, it really forces you to review and rethink all the marketing rules and strategies that you knew and is accustomed to.
Every business player can agree that the creation of an effective marketing strategy, and then its effective implementation is one of the most important aspects of doing business. Disruptive implies a certain risk and confidence in intuition. The campaign disruptive marketing involves an innovation that in its turn creates a new market and a new network of values that ultimately destroys existing markets and networks with values.
Here you can find top 3 things disruptive marketers forecast this year.
The application of this strategy has two main objectives. The first goal is to develop its proposals to match the demand in the market that is developing. The second goal is to re-engineer existing proposals to improve customer satisfaction.
In the conditions of modern business, absolutely every company must at least prepare for the use of destructive marketing. To date, this marketing strategy has become widely used in the technology sector. Since the Internet or other electronic devices or services can be as a minimally viable product, and then regularly updated while being in the possession of their customers. However, historically, products or services that are available to consumers with a lot of money and was the main target for disruptive marketing.
In order for a company to use disruptive marketing, it is necessary to determine who is oriented to developing markets or makes the product/service more accessible to customers in the current market.
As the practice shows, companies that used disruptive marketing were successful. Let's look at examples of disruptive marketing on two popular brands.
Nike. The world-famous company Nike conducted an advertising campaign on YouTube called “Better for her.” This series of videos were followed by the adoptive sisters Margot and Lily, which are very different from themselves. Girls compete because their opinions about the sport diverge.
The goal of the company was that every woman could see herself in one of the sisters. However, many brands have done this. However, it was this company that did not aggressively promote its products but gave a realistic picture of those who struggle with the search for motivation to work, and this is incredibly convenient. Women can easily find themselves in any of these pairs of Nike.
Toyota. Usually, the advertising car videos are not famous for their humor, but Toyota decided to turn to this very self-explanatory way about machines that were fueled by bullsh * t. They show how the farmer works and how to make manure into motor fuel. The video ends with the words “We are driving down the road, running on bullsh*t.” The great car company, with the help of the curse words playfully made it unusual and surprising.
Considering the examples of disruptive marketing, we can conclude that the experience of world-famous companies in the use of the disruptive marketing was very successful.