Disruptive Marketing is marketing that sensitive to business disruptive.
In previous post I write about fall of market leader, Nokia. Nokia is not alone. Many malls and retail shops in Indonesia are out of business when the market prefers a new way of shopping, which is online shopping. The market much likes to shop through online ordering via a virtual market (marketplace) such as Tokopedia, JD.id, shopee.co.id, bukalapak.com and so on. The world of public transportation is also experiencing similar things. There is a market trend to use taxis and motorcycles with online reservations such as Uber, Gocar, and Grab the mobile application.
The phenomenon of market interest shift over these different product categories is driven by the widespread use of internet-connected smartphones. The impact of information technology is behind the disruption symptoms. Disruptions The old business models are replaced by more efficient businesses with information technology support.
Information Technology Era and Disruption
In today’s information technology era, businesses are required to be sensitive to new categories that can be more efficient and effective that undermine the old categories. That is Disrupt phenomenon.
Students as candidates for business managers are also required to have sensitivity in the midst of rapidly changing situations. Their briefing in the form of lectures and teaching materials material to them also needs to undergo changes or updating taking into account the role of information technology in business.
This textbook is an attempt in that direction, updating the science of marketing by weighing information technology. This textbook offers a more sensitive and flexible approach to changing the business environment. The old marketing concepts are not entirely abandoned because they are still relevant today, but with the use of information technology. There are 3 updates that I offer.
- We need to add the idea of Segmentation and Targeting with use of information technology that facilitates segmentation as well as new, unknown targeting methods prior to the widespread of information technology.
- The concept of Targeting and Positioning is complemented by the preparation of personal and flexible buyer persona and value proposition, given that communication is now more interactive and companies are required to be flexible with changing needs.
- The competitive advantage not only looks at product characteristics alone but comes with a business model sensitive to new changes.
With the updating of marketing knowledge, it is hoped that textbooks will be able to adjust to rapid changes and can perform marketing activities more effectively and efficiently with the use of information technology.
That is disruptive marketing that quick respond to market change behaviour.