Disruptive Innovation. If you're not already familair with the term, wikipedia describes this whirlwind of change as: "an innovation that creates a new market value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances." But what is it really? In a word: opportunity.To take advantage of disruptive innovation you'll have to admit it's coming, and in fact , is already here. This phenomena isn't new, it's ancient, and has been around since the wheel, the printing press, the horse-drawn buggy — all markets disrupted by something that changed everything.
What's different today? Disruption happens at pace so great that some of today's companies will be hard pressed to keep up, and we're not talking about standard progress. Standard progress improves upon norms, but that's not how disruption behaves. Disruption up-ends and imposes change so abruptly that established companies can literally collapse from it's appearance.
70% of new businesses on the Fortune 1000 are new within the last decade. That's an eye-opening stat. Marketing, just like other areas of business, is not immune to this, and could possibly be even more prone to this type of disruption. The Mad Men days of product placement and paid advertising have seen their sunset. If you've just dropped a huge budget on that newest TV commercial you may have wasted an opportunity in today's market because 86-88% of watchers skip the TV commercials using technology like TiVo.
So, unless you were placed as a spot on the Super Bowl, or you've re-integrated that commercial into some online avenue, no one will see your very clever, and expensive commercial. Ask yourself: when was the last time you actually watched a commercial? Which begs the question: why are we still marketing today like you do?
To be clear we're not talking about the usual method of online advertising either. We're talking about surviving the future of digital marketing. When was the last time you ever clicked on a banner ad? Studies have shown that these same consumers (86% of them) are banner blind today. Couple this with ad blocking software whose use has quadrupled over the past few years according to MIT Technology Review, and it's a wonder that your message gets out there at all.
Disruption up-ends and imposes change so abruptly that established companies can literally collapse from it's appearance.
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But hold on, it's not all doom, gloom and zombie apocolypse, there are technologies and techniques that can help insulate, and even combat these newer consumer consumption patterns, and most of these effective strategies center around the use of digital inbound marketing. This technique, coupled with other factors, such as great story-telling and valuable content, forces a company to focus and listen to their visitors, allowing them to stay connected, and more importantly become 'trusted' sources.
So while technology keeps up-ending 'business as usual', we humans remain somewhat unchanged, and will always be motivated by the ancient art of storytelling, and the gift of valuable content. Digital inbound marketing can help bridge the gap that exists between your story and your customer/visitor/brand embassador.
Need to know more? Pick-up our newest guide below to get you started.
