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Tech Disruption in Marketing:
The Key to Redefining Consumer
Recruitment and Interaction

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Disruption

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Disruption ≠ Change

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Disruptive

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Disruptive
Not Disruptive

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Disruptive
Not Disruptive
Disruptive?

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Disruption changes the seller.

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Different seller:
Disruptive
Same seller:
Not Disruptive
Disruptive?

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• Disruption changes the seller
• Disruption may be technical or
business change.
• Many changes are not disruptive.

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Marketing Timeline
1840 Newspaper/magazine
1920 Radio
1950 Broadcast television
1970 Cable television
1995 Web advertising

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The Sales Funnel (c. 1898):
Awareness – Interest – Desire - Action

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Marketing Timeline
Advertising Direct Marketing
1840 Newspaper/magazine
1870 Direct mail catalog
1920 Radio
1950 Broadcast television
1970 Cable television Direct response TV
1990 Email
1995 Web advertising Ecommerce
2000 Social media

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Amazon Disrupts Retail
Customer Retailer
Customer
Amazon
(1994)

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Google Disrupts Amazon
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)

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Facebook Disrupts Google
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)

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Need Intent Research Buy
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)
The New Sales Funnel

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• Traditional marketing builds awareness
• Internet marketing discovers intent

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Marketing Disruption Since Facebook
• ?

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A Brief History of Martech Disruption
• 1970 martech begins
…
• 1999 SaaS disrupts the industry
…

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Disruptions You Can Use:
Privacy
• Cuts flow of intent data to current leaders
• Forces marketers to seek alternatives

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Privacy opportunities
• New customer IDs
• Device data
• Alternative media
• First party data

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Assessing an opportunity:
• Better Product?
• Higher value
• Lower cost
• Better Intent Data?
• Sooner
• Smarter
• Defensible?
• Hard to copy technology or business model
• Hard to buy

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Privacy Opportunity Assessments

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More Disruptions You Can Use (Marketing):

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More Disruptions You Can Use (Work):

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More Disruptions You Can Use (Life):

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Putting It Together
● Change is everywhere
● Usable disruption is hard to find
● Look for strong benefits, good defense
● Support disruption with innovative solutions
for business success

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Thank You!
draab@cdpinstitute.org
www.cdpinstitute.org