Disruptive

In marketing, the term "disruptive" is used to describe strategies, products, or services that cause a significant disruption or a radical change in the way things are done in an industry or market. Disruption involves the introduction of innovations that challenge and transform established business models, traditional practices, and consumer expectations.

Some characteristics of a disruptive approach in marketing include:

1. Radical innovation: Disruptive strategies often involve technological, product, marketing, or business model innovations that change how problems are addressed or how products or services are delivered.


2. Access to new markets: Disruption can open up new market opportunities that didn't exist before or weren't adequately addressed by established competitors.


3. Challenging the incumbents: Disruptive approaches often challenge industry-leading companies, as they threaten to steal market share and change the rules of the game.


4. Greater efficiency and customer value: Disruptors often seek to offer more efficient, cost-effective, or valuable solutions to customers, making existing products or services obsolete or less appealing.


5. Paradigm shift: Disruption sometimes involves a fundamental shift in how people think about a problem or need. This may require educating the market about the new solution and its advantages.


6. Rapid adoption: Disruptive products or services are often adopted quickly because they solve problems more effectively or at a lower cost, attracting consumers.

A classic example of disruption in marketing is the rise of online video streaming services (such as Netflix) that disrupted the traditional cable TV industry. These services offered a more convenient and cost-effective way to access content, leading to a significant shift in consumer behavior and forcing the cable TV industry to adapt.

In summary, in marketing, "disruptive" refers to strategies, products, or services that introduce substantial changes to an industry or market, challenging conventional practices and transforming how things are done. Disruption often involves significant innovations that alter the competitive landscape and consumer expectations.