2 Key Ideas on Marketing Disruption

These are the key points that Brian Solis makes about Marketing Disruption in this video:

1) How to equip marketers to deal with disruption?
The answer from marketers should also be disruptive. That means you should stop looking at the same companies you looked in the past and everybody looked.

By the very nature of the process, if you keep working with the same agencies and companies you won’t be very disruptive.

My comment: I can only agree. Incumbent players tend to protect the status quo and will have a conflict of interest to disrupt themselves. AT&T did not invent Skype, and Time Warner would have never invented YouTube. The disruptive guys are the ones that shake the established model.

A traditional media agency has no incentive to shift your offline dollars to digital.

2) What are the recent Disruptions in marketing?
One of the greatest disruptions is that of consumer behavior. The way I make a decision, how I use technology, where I go and what I share today Vs what I shared yesterday is different and it is changing over time.
“What I do, where I go and how I do it, this is what marketers should pay attention to. This is what should inspire them to get in front of consumers.”

My comment: Having a mobile and being connected everywhere has changed the way people buy, research or share what they like and dislike. This is an opportunity for marketers to better understand their customers. And this is why Big Data Analytics has become the key for marketers to understand the on-going changes in consumer behavior and the opportunities they bring.

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