Disruption in Marketing Concept

1. The nature of promotion in marketing changes from interruption to permission, the approval of viewers without an editorial intermediary such as the mass media. Promotions in the era of mass media are interruptive or interrupting. Advertising can be done by interrupting viewers while watching an event. For example on a television program, Dangdut Academy, there are various advertisements inserted into the event. The level of exposure to the advertisement to the viewers was very large, even though the viewers had a remote control, because many viewers did not want to risk losing an event because they moved television channels. Besides, on other television channels, there is also a possibility that there are advertisements.

In internet interactive media, viewers have very many choices compared to when using mass media. Viewers can choose the theme they want on the search engine, then read see and listen to a presentation, both in the form of text, sound, image, and combination.

If the ad interrupts in interactive media, viewers will fight by ignoring it or marking it as spam. There is a tendency, online platforms such as search engines, e-mail, and social media provide facilities to deal with spam. So that bombarding viewers with advertising messages as is often done in the mass media, is no longer valid or at least the effectiveness decreases in internet media.

How to encourage viewers to be willing to pay attention to advertisements. The opportunity that can be done in the middle of interactive media is by giving them information or entertainment first. Compiling information according to the needs of the audience, it is very possible to do in e market needs information has been tracked and mapped on search engines and social media.

Another way to get their attention is to place ads on only interested people. When the offer in the advertisement matches the needs of the market segment, they feel undisturbed. Search Engines and social media provide facilities to customize advertisements with people who have interests. Information technology supported by Artificial intelligence is able to identify viewers’ interests.

Artificial intelligence’s way of working to recognize one’s interest is as follows. Internet users can track their profile, not only from what he wrote on the form, but also what he did. Google not only knows someone’s profile from the form he wrote in the e-mail (name, address, telephone number), but also records what someone writes on the search engine, what web is widely read, how long to read a particular web, or a particular movie broadcast . The track record on the search engines is analyzed by an artificial intelligence engine to identify their interests and what advertisements and content are appropriate for them. Marketing character changes from interruption to data-based marketing and is increasingly personal.

Facebook also records not only data that viewers write on forms, but also records what status is written, photos, videos shared, and what their reactions are to the status of others. Artificial intelligence Facebook is able to detect even photos they upload and make it as a signal of their interest. Suppose there are people who have never written cats on their status, but he uploaded photos of cats, Facebook technology is able to identify photos of the cat and be used as a signal to recognize interest. Not only photos, technology is now able to recognize videos uploaded by someone, and make it a signal to recognize their interests.

2. Mobile internet devices that can be carried everywhere will be a trend that is widely used by people. It’s not only smart phones, but also clocks, glasses, will be widely used. That is not only an opportunity for gadjet marketing but also completes marketing with market profile data. The more mobile devices used, the more market profile data can be identified. If many use bracelets, the market profile data will show more details about the places they often visit, about their activities, their level of health and so on.

3. With the strengthening of the use of information technology, marketing competition with information technology-based will strengthen. There is a race to get more with and adjust between products and market interests. Product and service offerings are based more on market needs. Proximity to viewers is getting stronger, transparency between marketers and customers is getting bigger. This is increasingly becoming the standard and demands of customers. Customers want marketers to be more responsive in communication. Companies that only deliver messages and leave without caring about customer responses will be abandoned, both by customers and by algorithms of social media and search engine platforms.

With the ability to track market response, market metrics

Technology and Business Disruption

This third millennium era is synonymous with information and communication technology. According to world stats, internet users in 1995 amounted to 16 million, or 0.4 percent of the population at the time, the trend continued to increase so that in 2017, internet users had reached 4.1 billion or 54.4 percent of the world’s population.

This communication technology is a communication channel replacing or at least reducing the previous communication channel, namely the mass media. This can be seen, for example the printed edition of Bernas Jogjakarta Daily which had experienced its heyday was closed on February 28, 2018. Bernas management chose to migrate from the print edition to online media under the name Bernas.id

Widespread use of the internet is one of the important factors in business disruption. Shifting the way media is not only stopped at how to obtain information, but changes the way of doing business. Rhenald Kasali mentioned five important things in disruption.

First, disruption results in savings in many costs due to simplification and savings in business processes. With the existence of smart phones, the cost of communication between teams and also with suppliers and customers decreases. More communication that is intensive also reduces the costs of errors and stock. For the motorcycle taxi business, smart phones reduce the energy and time to wait for passengers, and offer flexibility to work. As a result, enthusiasts to become motorcycle taxi drivers increase and are able to offer motorcycle taxi fees that are much cheaper to consumers.

Second, disruption makes any quality that is produced better than the previous one. Communication technology allows businesses to adjust customer preferences, so that it can help businesses compile quality and satisfying products and services.

Third, disruption reaches new markets, or makes them – market segments – that were previously unreachable to be affordable. Online retail business through online marketplaces / markets, such as tokopedia, bukalapak, shopee, is able to offer products to all cities in Indonesia, which were previously not affordable. The marketplace can do that because of the support of package couriers such as JNE and JNT who can send packages to various cities at affordable costs.

Fourth, the products / services produced by the disruption are more easily accessed or reached by its users. As well as ojek services (eg Gojek and Grab) or online taxis (for example Gocar), or banking services and including financial technology, everything is now available in the hand, on our smartphones.

Fifth, disruption makes everything now smart. Smarter, saving time, stock costs and more accurate. With internet technology, entrepreneurs are competing to understand the interests of market segments, then preparing products that suit their needs.

Growing Your Business

Business is a system that have purpose to grow. So all components, from products, activities, financials calculation, and team management and so on and so on support that purpose. Grow is mean sustainable increase profit. Sales of products create this profit.

How to make the growing is possible?

That is possible if,

  1. your products match with need of customer segment
  2. The customer know about your products
  3. customer segment belief about your credibility
  4. they are easy to access
  5. the price is affordable
  6. Your cost is lower than previous.

However, need of the customer segment is ongoing changing process. So growing the business need on going adjustment. These the list of idea to growing

  • Improve your value proposition or positioning. Evaluate your value proposition. Is it something that customer segment need? Is it different from competitor? Does your customer prefer your offer?
  • The value proposition define product that you offer. Is product say about the value proposition? You can add more value to current products and services.
  • Value proposition also define price. Low price have meaning affordable, efficient, good value. However, it also has meaning bad quality. Change price to make good position in the market. That is also considering another customer cost. Check customer cost and find what you can do to fix it. It include payment term.
  • Improve the copywriting. Add a more relevant benefit in your offer. The benefit is more than feature. It is result and further implication. It is also outcome.
  • Because, products have life circle, you can create new products or services.
  • Up sale is for existing customer. It means Increasing spends products that customer buy. The products usually related to other products. If they buy shoes, they also need socks. It find whether existing clients will buy another related products.
  • Find for new customer outside city or country.

Business and technology Relation

Businesses are not in a vacuum or alone, always related to the environment. The environment is rapidly changing and has an impact on the level of relevance of a business with markets and government, socio-cultural and economic regulations. Business adjustments are needed for the situation so that business presence is important for the market, which is served by the business. Ignoring the environmental situation will have an impact on business relevance for the environment. Business becomes less important for the environment, including the market and ultimately its existence is difficult to maintain. Demand decreases or disappears. There are no sales transactions. Without it the business in the end can’t survive.

The environment that mention here is the environment related to business. The examples are market situation, industrial situation, macro economy and key changes that include technology, government regulation, purchasing power, social and culture.

One environmental situation that has a strong influence on business is the market and industrial situation. The market situation is like developing and shrinking market segments, shifting market segment spending patterns, changing their demand for a product. While industry is closely related to competitors, the development of material providers, the emergence of substitute products and so on.

Comparing the environment with business gives insight into strengths, weaknesses, opportunities and threats (SWOT or TOWS Analysis). What is the environmental side that poses a threat (threat), what side of the environment that provides opportunities? Insights about TOWS encourage businesses to adapt or business strategies. Business strategy composes a business plan by weighing threats, opportunities, strengths and weaknesses. The strategy uses power to take advantage of opportunities. If for threats, if it can’t be dealt with, just avoid it.

What is the situation of the business environment in this early millennium era. Because the scope of the business environment is wide and diverse in each industry and business, the key trends will be discussed in this article. It include technological, social and economic innovation.

Technological Innovation

Often the technology is identical to the engine. Though not necessarily. Technology comes from Greek words, techne and logia, Techne means hand skills, art, expertise. Logia mean science or study. The meaning of the term technology is a set of tools, modification of objects, ways, skills, methods and processes used to create goods and services or complete a task. If a tool actually hinders doing a task even though it is more complicated, it means that the tool does not reach its destination.

The simplest technology is stone in the prehistoric era. The stone has been modified more pointedly, and the longer people make it more smooth and nice. Modification of natural objects has a purpose. According to archaeologists, the modified stone is useful for cutting, hitting, carving, tools that relieve human tasks.

In the current development, technology can actually incriminate humans in carrying out their duties. Cars help people to move from one place to another, but in a city, cars can make it difficult for people to move because of traffic. Email is one of the technologies for communicating, but it can also happen that electronic messages enter too much in e-mail, so unnecessary letters hoard important letters. As a result, e-mail does not function optimally as a communication channel.

This shows that the tool was originally intended to alleviate human work, then it could also happen to incriminate humans, so that a tool is needed for renewal. Email on Gmail, for example, can now recognize spam and also categorize which messages are urgent and important and which can be delayed and less important.

Technology and Business

Technology is developing. The development can be renewal or improvement; it can also be a replacement. New technology replaces old technology. Paper mail delivery is replaced by electronic mail. Bank transfers replace postal money orders. Telegram letter is replaced by SMS.

Business related to technology. There is technology involved in the process of producing goods and services. There are technologies that become products that businesses produce. Examples of technologies involved in manufacturing products, for example sewing machines in the clothing business. While the business example that produces, technology is the sewing machine business. They sell the sewing machine.

Thus, technology is very large in relation to technology. When there is a substantial adoption of new technology in the community and replaces old technology, businesses that are associated with old technology may become obsolete. For example, when Android smart phone technology is increasingly being used and favored by GSM phones, the GSM phone business is naturally affected. This is what Nokia experienced. Nokia’s turnover dropped not because it was less well known and less well managed, but because there was a GSM cell phone replacement product that was preferred over Nokia products.

For businesses that do not sell technology, they can also be affected by technological shifts. Motorcycle public transportation services do not sell technology, but are affected by technology. The emergence of IT-based businesses such as go-to, grab eroded the previous motorcycle taxi business. With the mobile application going away, motorcycle taxi drivers do not need to wait for passengers at motorcycle taxi posts. He can wait at home or anywhere. So that the time and energy resources they spend on this business are more economical. Furthermore, online motorbikes are able to offer a much cheaper price, because the cost components are decreasing.

The markets of old model businesses are disrupted by substitutes for new business models that are often much cheaper and / or better. These are the symptoms popularized by Rhenald Kasali as a symptom of disruption. The term was coined by Clayton M. Christensen and Joseph Bower in the article “Disruptive Technologies: Catching the Wave” in the Harvard Business Review journal (1995). Disruption literally means disturbing. Disruption in business terms has connotation meaning about the word disruptive innovation. Disruptive innovation is a finding that helps entrepreneurs find new market opportunities, while disrupting or damaging existing markets. In disruption, a new finding replaces the old ways, so that old ways are no longer needed. Disruptive innovation creates products or services that surprise the market. Shocking can be a cheaper price, or finding a new and different type of consumer.