Do the result of your marketing efforts sometimes feel as though you’re always one step behind your customers? You know, it’s like you’re chasing them across endless digital and traditional channels trying to meet their wants, needs and expectations. I say chasing because you hardly ever feel like you’ve caught up with them. You’re trying to communicate on a level that’s relevant, timely and effective, but it just isn’t happening. I fully understand.

Connecting To Your Customer

This is not easy, and it’s getting more challenging because of plethora of options available. What’s a marketer to do when the menu of choices for the marketing mx includes more and more options all the time? Sometimes I hate it when publishers begin marketing their new idea that is packaged just right, peaking my interest. Of course, once in a while I look under the hood and discover their new fangled idea is really nothing more than a fabrication of what they already do.

Not – Not – Not

Marketing self-disruption in my mind is not being innovative, not creative and not in search of the next big idea. This kind of disruption is the kind that is truly disruptive in workflow, planning and execution. It tears down the walls of good marketing and makes the marketing team look like they’re just searching for answers and have no idea what they’re doing. I am sure there are a few out there that are like that, but most marketers that I have seen are intelligent creators and true brand ambassadors that want to engineer a great marking plan, and do it with great ideas and technology integration.

Content Marketing Can Be Disruptive If…

Now that content marketing is so much more popular than it used to be, marketing self-disruption can be even more of a risk. Why? Because just producing any brand content is not good enough. The customer is smarter than you think. They want more and want answers. Marketers need to really understand the needs of the customers and address them through content that allows the customers to figure out the answer themselves. The disruptive part of this is when marketers produce content labeled as “content marketing,” and that content doesn’t address the needs of their customers. A lot of time and effort can be spent on creating content that may not be effective. This is quite common.

Content marketing when executed poorly creates a drain on your resources. This becomes evident when the content is not creating the results needed and the time and energy has already been invested.

If you want to stay away from marketing self-disruption, getting to know your customers’ behavioral patterns is key. That will provide you with a deeper level of insight and also provide direction on how to produce targeted content. Of course, disruption becomes more disruptive when technology isn’t being used like it should. Customer insight, the data you glean from that insight and the rapid reaction to customer changes is key in mitigating the marketing self-disruption that can occur. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland



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Twitter: @scmacfarland

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