Adapting To Consistent Disruption

Have you heard this one before?

Same story, just with different details. It goes something like this: a company announces an innovation that is expected to change just about everything about the industry. They always call it disruptive, because it interrupts the markets’ current flow. This usually means changes for businesses in that sector. Even industry leaders can get caught scrambling in the shift. Disruptive innovations keep the market interesting – the game could change at any moment.


We all know tech is moving quickly. Since it’s such a fast pace, there’s a new marketing technique or software nearly every day. It may feel impossible to see those changes coming, but it’s part of the job. Marketers have to expect the disruption and help businesses follow the impending trends. This means consistent tests, re-tests, and adjustments. Sometimes, that process feels like trying to slay a dragon with a toothpick. How do you perfect a strategy when the whole system is constantly changing?

Are you an overwhelmed, even hesitant marketer? Fear not. We’ve found a few means of survival.

First, breathe. This is possible. You can create the kind of strategy that engages your audience. You will find what works. It may take some time, and it’ll likely take a fair bit of adjustments, but you will find what works. Sometimes the online chatter can seem overwhelming, but it doesn’t have to distract you from the main focus. Which leads me to my next point:

Remember where your focus lies. It’s so easy to get lost in how to sell a product or service that we forget about the most important part: the audience. It doesn’t matter how good your sales pitch is if it isn’t relevant to your audience. Think about their needs first. When you understand your audience’s needs, desires, and expectations, you’re able to make every experience worthwhile for them. Instead of convincing them that they need what you have to offer, you’ll be able to offer them what they need. Your customer base should always be your main focus; it doesn’t matter what other people are doing, so much as what they need from you. Offer high value, and people will find you. Simple.

That doesn’t mean that things can carry on as they have, though. Your audience’s needs will change as time passes and new trends emerge. That’s why it’s important to keep refreshing your knowledge. Find a few sources that are current, consistent, and credible. Pay close attention to them. They’ll help you keep up with changing trends. When you spot a trend that will fit with your business, use it. It may take a bit of trial and error, but implementing new marketing tactics will show your commitment to staying relevant. And that effort to adapt will earn some positive points from your audience.

Keeping up may sound exhausting, but it’s not as scary as it seems. Prioritize your audience. Their needs and their feedback will help guide your strategy. Don’t try to master every single technique, app, or software – it’s just too much (and it’ll muddle your messaging). Instead, find the ones that will work over a long term and invest there. Don’t let the changing tech landscape intimidate you; when you approach it right, it becomes an asset. I promise – you’ve got this.