5 Smart disruptive marketing approaches

The modern day market is characterized by a multitude of convergent ideas, overlapping and overlaid into a bubbling cesspool of mediocre and rushed "fly by night" campaigns. The need to be different, and come up with a new, and intriguing approach that completely goes against convention can be appealing.

However, careful study of said conventions, and subsequent mastery is crucial in the successful execution of truly disruptive strategies.

 What exactly is disruptive marketing? And how does it differ from conventional marketing strategies?

 A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leading firms, products and alliances. The term was defined and phenomenon analyzed by Clayton M. Christensen beginning in 1995.[2] In the early 2000s, "significant societal impact" has also been used as an aspect of disruptive innovation.[3] 

New-Market Disruption— targets customers who have needs that have been unserved by existing companies. Apple’s iTunes application is one such example.

Low-End Disruption— targets consumers who don’t need all the features valued by customers at the high end of the market. For example, the personal computer disrupted the mainframe market and took over the computer market; this, in turn, is now becoming the case with laptop computers. Initially, laptops didn’t have the computing power of a PC, but appealed to consumers who wanted minimal computing “on the go.” Over time, innovations have made laptops more powerful; and thus, they’ve taken an even large market share from PCs.

Try these 5 Approaches in your organization.

(1) Don't be afraid to go full Guerilla!

Strategize and conceptualize ideas that will promote your products or services in an unconventional way with little budget to spend. We say, dont think outside the box, there is no box! There should be no bounds to what idea yo go for. The more absurd the better. As long as it falls well in line with the vision, and gets people to notice your brand... and its legal!

(2) Keep a finger on the pulse of your customer

Have a very strong CRM system in house that you routinely monitor as an early warning system for market disruptions that aren't caused by you. This is a sure fire way to stay abreast of what your customers are thinking and feeling. Some great ideas come from your customers, your objective at the end of the day is to solve the customers problems. Let them help you do it.

(3) Be Bold

Its crucial to take a stand for what you believe. This is not on some moral, "feel-good-inside" kind of whimsical way either. This is a real tough as nails, "fight to the death with my teeth" belief in the strategy. Going all the way through the idea formulation, to execution calls for a strong, bold belief in the concept. This can only come from astute research, and knowledge of one's market. 

(4) Keep your eyes Open

Chances are, the very technology that will revolutionize your industry in the future is already doing so in a completely unrelated industry today. So the key is to keep your eyes open and figure out how any number of advancements can directly affect your your brand.

(5) Cause disruption yourself

Rather than being reactive, being proactive really is the key. Disrupting your market or business need not be all encompassing. This can be in any singular aspect or cog in the big picture. Rewrite the paradigm, and test your theory. Remember breakthroughs only happen through trial and error.