Disruptive marketers approach marketing from a new perspective . They focus on the “customer experience” and “social business models,” not “hierarchical” organizational charts. They adapt to the often-confusing nexus of “business, human behavior, technology and communications.” Many lack MBAs, but they build expertise in strategy and execution. They blend analytical and creative talents. Disruptive marketers excel at search engine marketing, social media, website design and “inbound marketing.” They prefer “analytics, design and philosophy” to “traditional business studies.” These pros understand the capabilities of today’s remarkable tools: “data visualization, mobile analytics,” and the like, and they know how to use them.

Disruptive marketers don’t sit at their desks. They operate outside, in touch with consumers, trying to learn what people want. Workplace culture expert Jennifer Moss believes disruptive marketers see themselves as “the voice for people.” They imagine a new future and ask, “What could be possible in my industry?” They ask what they can accomplish now, and then they ask, “If it does become possible,” what comes next. They consider how to market that “future state.”

Disruptive marketers’ distinctive skills and operational toolboxes include:

  • “Listening skills” — Conventional marketers believe in repetition and amplification. They believe that if you say something long and loud enough, you will get consumers to believe your message and buy your goods. Disruptive marketers believe in listening. They practice the “ABL” approach — “always be listening.” You can’t learn what your targeted audiences care about if you don’t pay attention to them.
  • Creativity” — Disruptive marketers seek rich experiences and connections. As Apple founder Steve Jobs once said, “creativity is just connecting things.”

To recruit disruptive marketers, look for certain kinds of people, including “data geeks” with artistic temperaments; people with strong business and storytelling skills; collaborative workers who will adapt well to “design-thinking, design-oriented teams”; data analysts proficient in developing “interactive experiences” with targeted groups of consumers; and independent self-starters who reflect the “hive mind (collective consciousness).”

  • “Disruptive” marketers approach marketing from a new perspective.
  • “Disruptive marketing” depends on emotional intelligence, data analytics and immersive consumer connections.
  • To stay current, marketers — and everyone else — must become lifelong learners.

Originally published at www.newmediaandmarketing.com on August 26, 2017.

Marketing contrarian with over 15 years of developing leading edge and award winning digital marketing initiatives.