The importance of disruptive marketing.
Life ceases to be exciting when you are in a repeat mode – following the same old routine compounded with an evident lack of excitement! At that moment, what would you not do to add a little spark of unhinged fun! Similarly, when brands repeat their marketing strategies over decades, the consumers go ‘meh’…- company messages are ignored, online engagement does not drive past the ‘Like’ button, and sales dip. During such times, disruptive marketing can be the perfect rescue plan for brands. As disruptive marketing stands for everything exciting, new, & innovative, it can help prevent brands from nose-diving into a pool of negative impressions. However, the success of innovative marketing is not limited to the strategy itself but emerges from its experience.
When Nike stood up against racial discrimination in its campaign, it projected Nike as a just, empathetic, brave & honest brand. This altruistic character drew enormous support from people resulting in increased fan-following, positive press, and sales.
Disruptive marketing & its impact today
Today’s consumers exercise their frank opinions to shape brand impacts. Therefore, it has become increasingly important for brands to stay connected with fans. The need to have incessant conversations creates the need to do something new once in a while. The idea is to break the monotony in an unsettling way. In the age of TikTok, Facetime, InstaReels, Facebook Stories & YouTube Shorts, disruptive marketing is deployed as a path-breaking activity that creates viral reactions.
Brands also use it as a damage-control tool to bypass traditional approaches and become age-appropriate.
Tips on disruptive marketing
The element of ‘Surprise’ is the core around which disruptive marketing strategies are planned. The degree of surprise is what decides the success of such campaigns. Like when Shahrukh Khan was featured in the Disney Hotstar ads, he expressed disappointment in not being able to draw as much attention as the channel; people were rather amused. Likewise, when Venkatesh Prasad was featured in the ads of CRED fancily dressed as a boy band member, people applauded the idea.
Build a positive curiosity around the promotion by working on concepts not far removed from what consumers experience in their day-to-day lives. Put yourself in the shoes of your potential buyers and think simple. Then, wrap that simple idea up with an excellent disruptive presentation.
Earlier, every brand wanted to be a niche name in the market, but right now, the challenge is to be a disruptor!
To connect instantly with the TG, brands need to understand the pulse of the time. Every age has its medium. Disruptive marketing tactics are great tools to endorse your brand prominently at a lower cost with real-time responses and immediate conversations. Break free from conservative narrations and go beyond the expected. Consumers are not passive buyers anymore. They are forever watching; give them something worthwhile.
