Disruptive PR: like oil on water?

by | Aug 12, 2019

In a traditional approach to marketing, companies develop products or services and then implement strategies to attract new customers to their business. But, times have changed. Today’s consumers drive a market not a business. We hear the word “disruptive” more and more these days, although it’s turning into more than just a buzzword.

Disruptive marketing actually stems from the concept, distributive innovation, which is defined in the Harvard Business Review as:

a process whereby a smaller company with fewer resources is able to successfully challenge established incumbent businesses. Simply, displacing something well-established from the market by anticipating the needs of its user and filling a gap that other products had failed to do.

An example of this is streaming services, such as Netflix and Amazon Prime who have taken over satellite and cable TV.

Similarly, disruptive marketing looks at what is missing from traditional marketing campaigns and steps outside the box. It all revolves around giving the customers exactly what they want, which in turn means you may have to reshape your traditional PR and marketing strategies to stay competitive. For example, clients may want to create a story which connects with people on a personal level.

We look at what Disruptive PR means and how you can use disruptive marketing in our latest article. The full blog can be read here.

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