This blog post summarizes the respondents answers about the future business disruptors.
When asked about future disruptors to their business, people across the globe cited the current political landscape as a source of disruption in their jobs.
For the first time, we received a multitude of references to current events:
- the current U.S. administration,
- economic crises,
- world politics, and
- even a callout on currency fluctuations in South Africa.
For the business leaders, uncertainty and fear in the political and economic climate are quite disruptive. The situation gets even more complicated because of the speed at which new digital challenges occur and induce changes in the marketing and sales trends.
In the past few years, we’ve witnessed a shift from the marketing solely based on the primary channels, email and website, owned and controlled by the brand to 360-degree marketing, spread across a variety of social channels and content publishing platforms. So, this shift has challenged businesses to redefine how they communicate with their audience and track performance. Our respondents believe that having a website and blog is no longer enough to attract the attention of their buyers. Nor is a salesperson the go-to resource for when a business needs to make a purchase. These are significant changes for multiple parts of the business.
So, how are marketers planning to address these disruptions?
Meeting customers where they spend their time
In marketing, forward-thinking respondents are prioritizing research and meeting their buyers where they “live”. One respondent wrote:
Because of the sheer number of channels businesses operates in today (web, mobile, social networks such as Twitter, Facebook, and LinkedIn, emerging networks such as Snapchat, WeChat, Messenger, and aggregation platforms such as Medium), marketers worry about resources and prioritization:
Main Disruptor: Video
The video is one of the top-cited disruptors in our survey.
Many see the video as a great channel to better connect with prospects, while others fret that video will make their day jobs obsolete.
Here are some marketers who are betting on video:
Others see the video formats as the connecting force between a brand and their customers. One respondent argued that the move to video is a natural evolution, and the only those resistant to the change will see it as a disruption:
For others, the struggle to adapt is caused by internal complexity:
A one-size-fits-all approach can be extremely difficult to pull off. Consider the channel, format, and the content topic.
Find out more about future disruptors in the new State of Inbound 2017 report!
Download your copy here: