Disruption isn’t a new concept, but it’s one that is highly relevant to in our increasingly distraction-filled world. But what exactly does it mean, and how can you utilise it to get the most out of your marketing efforts?
What is disruption?
Disruption is more widely recognised as a business model, and refers to any product or service that causes disruption in the market. In other words, a business offering that does something totally new within its sector; think Uber or Deliveroo. The same can be said when it comes to disruptive brands.
In order to cause disruption, brands must do something completely new with their marketing, something that is becoming harder to achieve in a world filled with advertising and content. It’s becoming clear that brands who evolve and morph their marketing efforts into something disruptive are the ones who will succeed, but how is this done?
Be clear on your brand purpose
According to FMCG giant Unilever, 33% of adults would choose to buy one brand over another based on brand purpose and values alone. In other words, if a brand has a solid and meaningful purpose, with social or environmental values at its heart, adults are likely to buy from them. In marketing terms, brand purpose is the ultimate disruptor, and there are countless ways a brand can set themselves apart with a unique and meaningful purpose. This will build trust and ultimately loyalty, and brands that get relationships and cultural conscience right are far more likely to cut through the noise.
Utilise user-generated content
More than ever, brands need to make sure they have a positive impact on each and every customer, and be able to prove it. This means that the more platforms and opportunities your customers have to interact with you and provide positive feedback, the better. In fact, statistics reveal that 74% of customers say that positive reviews make them trust businesses more; if trust is key to disruptive marketing this is an important stat to consider.
As technology becomes more and more sophisticated, and marketers have more access to customer data, personalised messages are becoming more common. That means it’s not enough to send out mass messages or communications with very limited personalisation. Brands now need to get more creative with personalised messaging and use data to its full potential to be truly disruptive.
Jump onto technology trends
As we’ve already pointed out, disruption is all about innovation and many disruptive businesses have already made a difference to their sector by using technology; again, Uber and Deliveroo are great examples. Being able to adapt your marketing to ever evolving technologies will ensure that you stay ahead of the game and set you apart from your competitors’ efforts.
Research suggests that consumers are 17% more likely to take action on a smartphone after being exposed to OOH messages than those who don’t see the OOH adverts. An integrated campaign that takes into account multiple platforms is ultimately the most disruptive and allows a brand to be omnipresent in their target audiences’ world. Combining OOH with technological trends, personalised experiences and user generated content is the perfect recipe for a disruptive campaign that builds awareness and inspires action.
In an ever crowded marketing environment, looking for ways to break the mould is vital to ensuring your brand and message stand out from the crowd. It’s essential to make sure you’re constantly staying in touch with your customers to build the ever-important relationship they’re looking for from brands, and with ever-evolving technologies and platforms for your marketing, staying ahead of the curve is vital to make sure you’re keeping up with your competitors.
Looking to integrate OOH into your marketing mix for a truly disruptive campaign? Get in touch to discover how we can help you become a disruptor in your industry.