Dave ChaffeyDigital media, digital technology and digital technology have all given opportunities for digital disruptors to have an impact on existing markets. Disruptors are typically online-only startups, although the term can also apply to technologies such as artificial intelligence and machine learning.
For existing companies, digital disruption is still possible, but it it isn’t so dramatic. It can be defined as
“Creating innovative omnichannel experiences by exploiting new digital technologies to drive incremental revenue by delivering relevant propositions, real-time contextual communications and experiences across
all touchpoints”.
The challenge for existing businesses is to assess which innovations or digital disruptors are most relevant to their organisation and to seek to gain advantage through introducing them to a company such that the digital marketing techniques integrate effectively with traditional marketing communications. Reviewing the potential impact on a business of digital disruptors
Examples of digital disruptors in different sectors
It’s a good student activity to identify these in different sectors for example:
- Retail disruptors: Amazon, Asos and Zalando
- Travel disruptors: Trip Advisor, Expedia, Booking.com
- Financial service providers: UK-based banking apps like Mondo, Starling and Peer-to-peer lending services like Zopa and Funding Circle
- Publishing disruptors: Huffington post, Facebook, Twitter and Quartz
- Business-to-business disruptors: There are fewer of these, since more sector-specific. New entrants in retail B2B include Euroffice
