Disruption Marketing is inventing new methods to disrupt the normal way your industry conducts business. It’s about creating compelling customer engagement, and stronger customer relationships.
Think of the last time you visited a doctor. How long did you have to wait in the waiting room after your appointment time? What subconcious message does the doctor send you? Do you feel he is being considerate of your time? Aren’t you his client. Shouldn’t he be more respectful of your time? So, now…imagine if a doctor advertised that he actually keeps ALL his appointments on time. That would be a form of Disruption Marketing!
How’s this relate to Paid Search? In my opinion, most Search firms need to learn how to integrate Paid Search campaigns with offline marketing. That would be a change in the traditional way Search firms just hand over keyword data, and the corresponding analysis & optimization recommendations to their clients.
How’s this relate to SEO Consultants? Many SEO Consultants charge by the hour. But, what if an SEO Consultant put some “skin into the game” by drastically lowering the hourly rate in return for a specific percentage of the incremental profit he generates. Let’s say reducing the hourly rate by 50%, in return for a percentage of the incremental revenue generated directly from his efforts. This would be a Disruptive change in the SEO industry business model.
The way to monitor and track such an arraingement would be to first establish a baseline of the success metric (eg: conversions). Then, use Web Analytics to track every conversion by keyword by engine. This quantitative data can be used to measure incremental profit.
Disruptive marketing can be used in areas such as: Market Positioning, Service Segmentation, Target Markets, Pricing Structure, etc.
Here are some cool Disruption Tools, including this Disruption Scorecard.
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