Disruptive Marketing Essay

Disruptive Marketing

The word ‘disruptive’ holds a much larger meaning and is more of a strategy ‘buzz-word’ than a marketing jargon. Applying the same concept, there can be two kinds of disruption. First is, when there is no market for a product and you create your market by the sheer power of advertising. For example, something that “Vanish” did, that is, instead of competing in the existing washing detergent market, it created a new market segment and gained a substantial initial foothold. Another example is how Happydent created a market for a “chewing-gum” that keeps our teeth white.

The second kind is, when you already have a product designed for a target segment, but it still leaves a market untapped, which is then disrupted by someone

Now, connect this idea of a retail store’s highly coveted point-of- purchase shelves, with a mobile device.

In a store, the shelf is the touchpoint where the consumer meets the brand. In the digital marketing space, the mobile device becomes that point of interaction, or that "shelf." With customers becoming more reluctant to install further apps in their phones, competition for this space will intensify.

Suppose ‘Tom’ has his account in 3 banks he would probably not install app of all 3 banks he has account with to install other fun apps, and probably the apps or the logo of the bank his subconscious mind shows him every day on his phone will make him go to those two bank instead of the third one.

3 – Exponential increase in video content: With Facebook and Instagram starting to focus on ‘video content‘, these things are going to boom in an explosive amount, every other a day a thing or two would get viral, advertisers will need to fight hard to get the user’s attention while not only competing with traditional competitors but also homemade content. Businesses can share their stories with an engaged audience in a creative, high-quality environment and drive desirable action with their

The company believes that video is an important part of Facebook’s experience. And while 100 million hours of videos are being watched on its platform daily, the social media giant is now testing new pathways to enable people experience and discover videos they might be interested in. As video ad spending increases, Facebook is working on initiatives to provide various formats of video ads to marketers according to user behaviour. Some users watch the whole 30-second video ad with sound, while others watch shorter formats, without sound. Facebook is convincing marketers to work with different video ad formats to increase user engagement and generate higher value for the ad. It provides the option to have a short ad with sound off or a longer ad with sound on, and any other options in between. The company is working on making marketers adapt their video advertising to its platform, which is different from TV advertising. Its ability to convince marketers to use different formats of video ads on its platform will be key for its success in this