5 Reasons why companies in Emerging Markets need to think disruptively!

How can companies in emerging markets capitalize on the growth boom in their markets? Emerging markets have been the rage in the investment arena for the past few years. Although recent indications show that there has been a slump in the EM markets, the potential for growth is still there.

Most importantly the need for disruptive marketing is evident. But, why?

1. Investor attraction

Investors focus on solid ideas, sound teams, and superb leadership. In a room of 10 potential investment opportunities, most investors will look at maybe 2 seriously. Out of those two, it is the one that has shown evidence of disrupting their current market, with revolutionary scaleable concepts that will win. This is because disruptive marketing often tells a story in a way that consumers can understand.

2. Cost Effective

Disruptive marketing doesn’t have to break the bank in order to be effective. It just has to change how things are done – even a little. Disruptive marketing calls for a paradigm shift. This is essential for emerging markets as the cut and paste, tried and tested approaches that have seen success in the northern hemisphere do not always translate to results.

3. Think conversations, not narratives

"Too many people still think marketing it’s about talking, talking and more talking," Colon says. "Amplification is overrated. The best marketers are the best listeners and observers. They pick up what people like or don’t like by being more of a beacon and radar receiver than a loudspeaker. They look at conversations about their competition and their line of business. They become knowledgeable about industries, rather than simply about their own company." Marketers who push their own agenda all the time are comparable to used cars salespeople. Marketers who can talk about the industry they’re in and how it will evolve in the context of the larger world will attract audience, conversation, fans — and ultimately, customers — because they’re perceived as sincere, open, honest and authentic." George Colon

4. It Creates a unique brand that can't be duplicated

One of the best reasons customers (and businesses) respond so favorably to disruptive marketing – especially after the initial shock wears off, is because it can’t easily be duplicated. There’s only one Airbnb. Only one Red Bull. Only one Apple. Companies who try similar tactics to position their brand in a related way will be ignored in favor of the first to have done it.

5. Makes good use of Technology

Being disruptive in this modern day requires a company to be well versed with all the latest communication technologies available. In the EM sector this will ensure that best practice is adhered to and that the conversation (not narrative) is not lost in translation. This will equip the company with the necessary feedback needed to make crucial tweaks in their product to ensure success.