Digital Disruption

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Introduction

Digital disruption is the process of how new digital technologies and business models disrupt
existing market structures and create new markets (Skog et al., 2018). Digital disruption is a
term that refers to the impact technology has had on the economy, society, and culture. For
businesses, it has meant that they have been forced to change how they do business to remain
competitive. Digital disruption is the process of changing an entire industry or sector by
introducing digital technologies. It involves changing the way things are done by leveraging
technology to create something entirely new, often with a focus on customer experience. This
can be anything from a new technology to a new business model. In marketing, digital disruption
has been seen in the form of social media, content marketing and mobile advertising. Digital
marketers can reach their potential customers through various marketing strategies. Digital
disruption is an important factor when it comes to staying ahead of the competition in today's
fast-paced world. Digital marketers can reach their potential customers through various
marketing strategies.

The ways experienced digital disruption

The following are some of the ways we have experienced digital disruption: More than half of all
internet users now use their mobile devices to access websites. Social media platforms like
Facebook and Twitter have become an integral part of people's everyday lives. Data collection is
one of the most significant changes that marketers experience due to digital disruption
(Gillpatrick et al., 2019). With more data available, marketers can better understand their target
audience and provide them with relevant content and content creation has been revolutionized by
digital technologies such as search engines, social media and big data. I have experienced digital
disruption in my life through many different channels like social media, content marketing and
mobile advertising. I feel like these channels have changed the way I think about marketing and
how consumers interact with brands. The way people use social media, search engines, and other
platforms has also changed. Marketers have experienced digital disruption because they have had
to adjust their strategies to stay relevant with consumers who are constantly changing their needs
and wants.

Potential future disruptors in marketing

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Digital disruption has been happening for a long time. In the past, companies relied on traditional
advertising channels to market their products and services. However, as digital media became
more popular, companies started investing in digital marketing and content marketing strategies
that are more effective than traditional advertising channels (Bala and Verma, 2018). The digital
marketing industry is constantly changing. New technologies are being introduced and new
trends are emerging. The way marketers interact with consumers is also changing. Digital
transformation has been a hot topic in recent times as more and more companies are adopting
digital marketing strategies to grow their businesses. The future of digital disruption in marketing
looks promising as it will provide companies with an opportunity to improve their marketing
strategies and increase sales. Digital marketing is constantly evolving and changing with new
technologies and trends. The digital marketing landscape is always changing, but some of the
disruptors in digital marketing that have been emerging in recent years are blockchain
technology, digital advertising, mobile devices, and AI.
Digital disruption is changing the way businesses go about their day-to-day tasks and processes.
As a result, businesses need to constantly adapt and change their strategies because they cannot
rely on old ways of doing things anymore. I see the following three major disruptors in
marketing: AI and machine learning technology, the rise of digital marketing automation tools
and the shift from traditional to digital marketing channels (McDowall, 2018). Potential disruptor
chatbots are AI-powered chat platforms that can converse with users and provide relevant
answers to their questions. They have been getting popular with businesses as they offer an
interactive platform for customers to interact with them instead of using phone calls or emails.
Another potential disruptor is virtual assistants are available through a variety of different
mediums such as apps and websites, which can help consumers do things like shopping, booking
appointments and more with minimal effort on their part.
Digital marketers can reach their potential customers through various marketing strategies.
Digital marketers have been using the 4 Ps marketing strategy (Constantinides, 2006). They use
this strategy to increase their conversion rates by understanding what people want and how they
can provide it to them in a way that is most convenient for them. It is being used today because
of its effectiveness in generating sales and revenue. Product: The product is a digital service that
provides value to the customer. It can be a website, app, or software. Price: The price is what
customers are willing to pay for the product. They can decide on a fixed price or offer discounts

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as promotions. Place: The place where the product is available and accessible. This includes the
location of the website or app and the geographical location of the business location. Promotion:
Promotion includes advertising, social media marketing, word-of-mouth marketing etc. Porter's
five forces analysis is a strategic tool which helps digital marketers to understand the competitive
landscape of their business (Bruijl and Gerard, 2018). It helps them understand what the major
forces that are affecting their success are and what opportunities they have ahead of them. Brand
positioning mapping is a marketing strategy that digital marketers can use to ensure that their
brand has a strong presence in the market and is recognized by consumers. The strategy uses
customer insights from marketing research to map out customer preferences, creating a
positioning map which then guides their marketing efforts.
Digital marketers can use Customer Lifetime Value (CLV) strategy to increase profits. With this
strategy, digital marketers can target customers who are likely to spend more with them than
other customers in the future. It is an effective way of measuring customer satisfaction, loyalty,
and profitability (Gupta et al., 2006). Digital marketers use STP to help them make decisions
about which customers to target and how to engage with them. It helps digital marketers
understand how much each customer is worth in terms of future transactions. The key idea
behind STP is to create a customer profile and then target them with relevant content on different
channels. This strategy allows marketers to identify their customer's needs, interests, and
behaviours so they can provide them with relevant products or services. The BCG matrix is a
marketing strategy that helps marketers to determine the relative priority of their product or
service (Kingsnorth, 2022). The cash cow is a product or service that generates a lot of revenue
and has a high market share. The dog is a product or service that has a high-profit margin but a
low market share. The question mark is usually an experimental project with low revenue
potential but great potential for future growth. And the star is a high market share with high
growth. To make the digital disruption sustainable, make sure that people have access to the
internet and digital technology. This will help them become more digitally literate and eventually
take advantage of all the benefits of the digital revolution.

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References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
https://journalppw.com/index.php/jpsp/article/download/8771/5716

Bruijl, D. and Gerard, H.T., 2018. The relevance of Porter's five forces in today's innovative and
changing business environment. Available at SSRN 3192207.
https://ijcsrr.org/wp-content/uploads/2022/09/17-07-2022.pdf

Chapter 1: Digital marketing environment in Strategic Planning & Integration.

Chapter 1 PowerPoint slides - Alternative Formats from Strategic Planning & Integration
Constantinides, E., 2006. The marketing mix revisited: towards the 21st-century marketing.
Journal of marketing management, 22(3-4), pp.407-438.
https://www.emerald.com/insight/content/doi/10.1108/JABS-12-2021-0504/full/pdf

Gillpatrick, T., Blunck, E. and Boğa, S., 2019, November. Understanding the role of consumer
behavior in forecasting the impact of industry 4.0 and the wave of digital disruption driving
innovation in retailing. In DIEM: Dubrovnik International Economic Meeting (Vol. 4, No. 1, pp.
165-176). Sveučilište u Dubrovniku.
https://intermestic.unpad.ac.id/index.php/intermestic/article/download/465/112

Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N. and Sriram,
S., 2006. Modeling customer lifetime value. Journal of service research, 9(2), pp.139-155.
https://ojs.stockton.edu/index.php/light/article/view/46/19

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Kingsnorth, S., 2022. Digital marketing strategy: an integrated approach to online marketing.
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McDowall, J.S., 2018. The Future of Marketing–An Investigation into Disruption and
Innovation (Doctoral dissertation, The University of Waikato).
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Skog, D.A., Wimelius, H. and Sandberg, J., 2018. Digital disruption. Business & Information
Systems Engineering, 60, pp.431-437.
https://papers.academic-conferences.org/index.php/ecmlg/article/download/903/844