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:
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.
The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.