The document discusses technological disruptions in marketing. It defines disruption as changing the seller rather than just being a change. Several past disruptions are outlined like Amazon disrupting retail and Google/Facebook disrupting previous platforms. Privacy issues are highlighted as a current disruption opportunity since it cuts access to intent data and forces marketers to find alternatives. The document provides guidance on assessing disruption opportunities by considering factors like improved products/data and defendability. Overall it advocates leveraging disruption to support business success through innovative solutions.

1. © 2021 CDP Institute. All rights reserved.
Tech Disruption in Marketing:
The Key to Redefining Consumer
Recruitment and Interaction

2. © 2021 CDP Institute. All rights reserved.
Disruption

3. © 2021 CDP Institute. All rights reserved.
Disruption ≠ Change

4. © 2021 CDP Institute. All rights reserved.
Disruptive

5. © 2021 CDP Institute. All rights reserved.
Disruptive
Not Disruptive

6. © 2021 CDP Institute. All rights reserved.
Disruptive
Not Disruptive
Disruptive?

7. © 2021 CDP Institute. All rights reserved.
Disruption changes the seller.

8. © 2021 CDP Institute. All rights reserved.
Different seller:
Disruptive
Same seller:
Not Disruptive
Disruptive?

9. © 2021 CDP Institute. All rights reserved.

10. © 2021 CDP Institute. All rights reserved.

11. © 2021 CDP Institute. All rights reserved.
• Disruption changes the seller
• Disruption may be technical or
business change.
• Many changes are not disruptive.

12. © 2021 CDP Institute. All rights reserved.
Marketing Timeline
1840 Newspaper/magazine
1920 Radio
1950 Broadcast television
1970 Cable television
1995 Web advertising

13. © 2021 CDP Institute. All rights reserved.
The Sales Funnel (c. 1898):
Awareness – Interest – Desire - Action

14. © 2021 CDP Institute. All rights reserved.
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

15. © 2021 CDP Institute. All rights reserved.
Amazon Disrupts Retail
Customer Retailer
Customer
Amazon
(1994)

16. © 2021 CDP Institute. All rights reserved.
Google Disrupts Amazon
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)

17. © 2021 CDP Institute. All rights reserved.
Facebook Disrupts Google
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)

18. © 2021 CDP Institute. All rights reserved.
Need Intent Research Buy
Customer Retailer
Customer
Amazon
(1994)
Customer
Google
(1998)
Customer
Facebook
(2004)
The New Sales Funnel

19. © 2021 CDP Institute. All rights reserved.
• Traditional marketing builds awareness
• Internet marketing discovers intent

20. © 2021 CDP Institute. All rights reserved.
Marketing Disruption Since Facebook
• ?

21. © 2021 CDP Institute. All rights reserved.
A Brief History of Martech Disruption
• 1970 martech begins
…
• 1999 SaaS disrupts the industry
…

22. © 2021 CDP Institute. All rights reserved.
Disruptions You Can Use:
Privacy
• Cuts flow of intent data to current leaders
• Forces marketers to seek alternatives

23. © 2021 CDP Institute. All rights reserved.
Privacy opportunities
• New customer IDs
• Device data
• Alternative media
• First party data

24. © 2021 CDP Institute. All rights reserved.
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

25. © 2021 CDP Institute. All rights reserved.
Privacy Opportunity Assessments

26. © 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Marketing):

27. © 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Work):

28. © 2021 CDP Institute. All rights reserved.
More Disruptions You Can Use (Life):

29. © 2021 CDP Institute. All rights reserved.
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

30. © 2021 CDP Institute. All rights reserved.
Thank You!
draab@cdpinstitute.org
www.cdpinstitute.org