Disruptive Marketing

Due to democratisation of information mainly via technology, it is increasingly clear that the consumer has gotten more aware of products and therefore more discriminatory when it comes to purchasing. Due to the proliferation of the internet data cost reduction, more than ever before, the consumer is firmly in the driver’s seat. So how do you make her stop, listen and engage?

1. Interruption

What content will make the Mary stop scrolling in her feed? What will make Mike not forward your advert on YouTube? You basically have two seconds to spark curiosity. The key is to step into your prospective customers’ shoes. For example, instead of saying, “We host weddings and events!" say, “Take a look at Liz and Bob’s wedding below - isn’t it beautiful?” Instead of saying, “We sell the best cakes in the world,” show a photo of someone enjoying pastry with her friends. Great marketing does not sell - great marketing is all about empathising and creating relationships.

2. Distinction

If your messaging is not distinctive, if it sounds like anyone or everyone else, your product will be relegated to a commodity that competes on price not value. That is not necessarily a bad thing if your product is a commodity. However, if it is not, terms like “We provide the best services,” or “Our clothes make you look great” are white noise because every company in your field not only says the same things but the consumer already expects them to be great or professional in what they offer. Would you buy from anyone from whom you did not expect great service? The answer is no. The key is therefore to eliminate platitudes and clichés and ask yourself this simple question: why would anyone choose you over your competition? Having a great product is essential but because marketing is perception not reality, it’s not who can DO what you do but rather who can SAY what you do in ways that are distinctive and memorable.

3. Education

As mentioned previously, marketing is not selling. It is about giving information that helps customers make better decisions and consequently achieve their goals. Once this is done either by ads, infographics, white-papers or articles, education leads to engagement and engagement leads to prospective customers.

Marketing is necessary. However, marketing takes time. And a lot of effort. But once you combine interruption, distinction and education by putting your customer and his needs front and centre, the return on your investment will be worth it.

Click here to see how we executed marketing strategies for our clients.