Can disruptive marketing cut through the industry noise?
Ask anyone who’s ever attended an ideation session—pushing for new (or reworked) concepts that “think outside of the box” can mentally block creativity for the whole team. Today, positioning yourself as an industry disruptor may launch your offer to viral heights. A single innovative idea is enough to establish obscure company heads as influential thought leaders.
For centuries, disruptive marketing campaigns were never restricted to seasoned organisations with strong marketing teams. They’ve transformed the industry using new stories, technologies, and research. How can you use design thinking to uncover original & disruptive ideas from your team?
How does disruptive marketing’s history impact campaigns today?
Disruptive marketing consists of experimental advertising tactics that companies can use to challenge the status quo. This type of marketing views existing campaigns through an unconventional lens to inspire groundbreaking concepts. Disruptive marketers work between novelty (adding a new twist to an old idea) and adoption (improving existing solutions).
Between the 9th and 12th centuries, merchant traders pioneered disruptive marketing with the first-ever trade fairs. Before dedicated fairs, interpersonal connections and strong relationships drove the trading business. After these fairs, nearly any merchant could sell to a newer audience.
By 1440, the first printing press was unveiled and businesses began placing ads in local newspapers—a whole new form of advertising. Towards the turn of the century, digital advertising exploded onto the market with technological advances like radio, television, cell phones, and online ads.
As generations passed, marketers made new considerations for increasing consumer behaviours. Disruptive marketers raced against technological developments to deliver more high-quality, relevant brand experiences to their audience.
Should you use disruptive marketing to boost brand awareness?
Since the start, marketing’s main goal hasn’t changed. When you’re developing a brand awareness campaign, you want to deliver materials that increase brand loyalty, incentivise customers, and boost overall retention rates.
In today’s market, consumers have more than one choice. With a disruptive marketing strategy, you can make sure your choice serves a unique purpose or relevant insight that drives people to connect with your brand. A successful disruptive marketing recipe includes:
- Approachability: connect with a relatable, meaningful story.
- Affordability: don’t break the bank.
- Curiosity: attract & engage with the never-before-seen.
- Incomparability: be the first who does/says/leads.
How can you embrace disruptive marketing in your organisation?
Disruptive marketing requires a safe, collaborative environment and a constant finger on the pulse of your industry. Top industry leaders create dedicated time & space to understand their audience & fine-tune their messaging accordingly.
Adopt technology to learn about your audience.
Consumers want a tangible, relatable experience. Use software that allows your team to voice sincere opinions and encourage pressure-free sharing from session participants. Axis gives you a private space with anonymous idea-sharing features to gather real data. Make time with a specific session that touches on your audience’s goals, expectations, challenges, and emotional pains.
Set up a robust CRM with thoughtful data capture capabilities.
With a comprehensive CRM, you can track every touchpoint any potential client shares with your brand. From leads to returning customers, the best CRMs offer brand-specific statistics about your audience to drive better optimization of your marketing efforts. You’ll learn tangible insights allowing you to create personalised materials for each stage of the buyer’s journey.
See past failures as new opportunities.
Disruptive marketing, or any experimental marketing strategy, don’t always bring immediate success. Be prepared to fail, but fail forward instead. Use the trial-and-error phases as learning experiences. Axis’s final Action phase lets you export your session contents for future reference. Track & maintain key ideas, metrics, and results so you and your team can analyse and optimise future campaigns as needed.
Think like your users.
Don’t guess how your consumers feel and interact with your brand experience. Instead, Axis offers specially designed workshop frameworks for insightful audience research. Uncover key trends with our “Community Engagement,” “Campaign Development,” and “Customer Strategy” templates. Discover deeply held & widely shared beliefs impacting your messaging strategy with our “Orthodoxies” template. Within a controlled environment, you can validate your ideas & strategies with a sample group.
Stay current on industry leaders & trends.
Disruptive marketing is all about noticing the gaps within existing market strategies. Actively listen to your customers and industry peers on social media. Connect with thought leaders to understand how they frame hot topics. Then, use Axis’s software to develop your own solution to fill the missing link.
Becoming an industry disruptor starts with healthy collaboration & willingness to accept differing viewpoints. Does your company pose a chance to create the next big idea? Find fresh, creative ways to make breakthrough brand connections with Axis on your team, free!