A phenomenon that is said to be “disruptive” could carry a negative connotation. Similarly, in 1997 when the phrase ‘digital disruption’ was first used by Clayton Christensen in his book ‘The Innovator’s Dilemma,’ it referred to the negative effect of low-end products which disrupted technological progress. However, by 2012, digital disruption was reframed and became something businesses had to adjust to or become irrelevant.
From the uber app you just used to order a cab to the in-built camera in your smartphone or the fitness tracker monitoring your heart rate to the e-reader on your tablet, digital disruption is a new normal in our world today. Digital disruption in digital marketing is when emerging technologies transform how businesses market their products. Digital disruption is more than just the effects of new tools and apps. Digital disruption in marketing completely changes the existing marketing strategy and transforms consumers’ interaction with a business.
With the digital marketing world undergoing dramatic change, marketers have realized that marketing isn’t just a function or department but a process of conversing with customers. Let’s look at some top digital disruptors affecting all the 5 P’s of marketing; price, product, promotion, place, and people.
Top Digital Disruptors in Digital Marketing
These top digital disruptors have allowed marketers to automate the marketing process and add a human touch to digital communication. Besides, disruptors enable marketers to carry out behavioral analysis and predict customer needs in advance.
Chatbots allow businesses to automate interactions with potential clients to generate a sale. Essentially chatbots have transformed how businesses offer customer service. Chatbots also play an important role in data collection, giving insight into customer needs and preferences and helping businesses adjust their overall marketing strategy.
Virtual reality provides a new way for customers to interact with and sample products before buying. Through virtual reality, businesses can create impactful product presentations that are highly targeted. Virtual reality allows potential customers to participate actively in a marketing campaign. Because the interactions are at a deeper mental and emotional level, it leads to improved brand awareness and recall.
Digital marketers utilize machine learning to help them make sense of large amounts of data faster than humans. Machine learning helps businesses understand consumer needs and refine and optimize their marketing strategies. Besides analyzing data sets, machine learning is vital for creating and optimizing content, increasing personalization, and automating the marketing process.
Voice Search Technology
Voice search technology is impacting digital marketing in unprecedented ways. Already 27% of searches on mobile phones are voice, with the numbers expected to continue rising. Because of voice search technology, many businesses have tweaked their marketing strategies to take advantage of the rising voice search trends.
Technological advancement is unstoppable, and fighting it is futile. Similarly, digital marketing disruption is an ongoing phenomenon that businesses should embrace. Disruption may not be new, but it is more intense and sets the stage for marketers to constantly review their marketing campaigns. Digital marketers should have their eye on the ball and know the signs of disruptive technologies so they can move with the tide and be better positioned to experience growth brought by the new technologies.
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