Disruptive marketing: going against the normal

As humans, we tend to get bored quickly. We get a new bag, shoe, or product, then get tired of it after using it for a while. This human nature has continually fueled our desire to get and experience new and exciting things. Of course, looking at it from this lens makes humans look like spoiled brats who want new things every time. However, this nature has also driven one of the best things in human history: technological innovation and how we are entering the Marketing 3.0 era (Check out my article about marketing 3.0 ).

This innovation has changed the world in many ways. First, it has made life more comfortable and exciting. And second, it has made people look for more innovative ways to serve people's needs while earning money. One of the marketing 3.0 methods is Disruptive Marketing. As the name implies, disruptive marketing uses new and experimental tactics that disrupt conventional marketing methods and challenge the status quo. With disruptive marketing, you move away from the norm and show people a new side of the brand they never thought possible.

Disruptive marketing is not new; between the ninth and twelfth centuries, merchant traders began holding the first-ever trade fairs. That disrupted the preceding norm in which interpersonal connections drove trading. Today the increased need for disruptive marketing tactics is primarily driven by technological innovation, the consumers who use that technology, and intense competition in most industries.

An excellent example of this is when Nike launched a "Better for It" campaign in 2015. The goal of this campaign was to give customers a relatable experience regarding their products. How? Nike showed them that customers don't have to be athletically minded to buy a Nike product. You could decide to buy a Nike product just because you think it'll look good on you.

Another great example is People may know Red Bull as a pioneer in the energy drink industry. Yet, a Mashable article tells the story of brand differently. It says its "universe is extreme sports and adrenaline-junky stunts." It's "a publishing empire that also sells a beverage." This is the reality indeed. And the company came right out of the gate with disruptive marketing.

This desire to give consumers a more relatable and personalized experience has fueled the disruptive marketing strategies of many other companies. It has also become the driving force behind many other innovative ideas. At the top of this list are web 3.0 and the metaverse.

The Benefits of Disruptive Marketing on Web3 and The Metaverse

As is human nature, we're more likely to avoid and antagonize the things we don't understand. Web3 and metaverse are complex ideas that many don't understand yet, and this is why many countries have not accepted this idea. However, disruptive marketing can help turn this around. First, it focuses on understanding the concerned industry and the customers within. With this strategy, it becomes easy to know the nature of the users involved and the marketing methods that can draw their attention to these technologies. (For More Information, please check my article about the metaverse)   

Once the web3 and metaverse are operated with the understanding of their consumers, almost all aversions to these inventions will be cleared. For example, a significant aversion to the metaverse is the risk to people's physical and mental health. Disruptive marketing that focuses on removing these risks would go a long way in gaining public approval and interest. This form of marketing would also get people talking about these inventions. This would eventually attract investors' attention, and with many more investors, these ideas would be set to experience unimaginable advancements.

Another thing disruptive marketing does is amp inventors' creativity level. Disruptive marketing is mostly about being more creative than others in your industry. So, by applying new marketing methods to web3 and the metaverse, there's more room for creativity, and this isn't even the best part. The best part is that creativity also covers looking for new or potential problems and solving them before they surface. When marketing is focused on this aspect, it'll draw more attention and public approval to web3 and the metaverse.

Bottom Line

The benefits of disruptive marketing show what most of us already know: behind every innovation is an idea that disrupts conventional methods. People love to see fresh, exciting, never seen products and ideas. With disruptive marketing, this is possible. It gets better because you can use it to make good ideas even better. In this case, it holds the ability to bring about unimaginable growth in web3 and metaverse.