Disruption – A Not-So-New Notion
Walk into any Long Street bar or Melrose Arch café and there’s a good chance you’ll hear the word ‘disruptive’ being casually tossed around. No, this is not breaking news – ‘disruptive innovation’, ‘disruptive marketing’ and a host of other ‘disruptive-suffix’ terms have been doing the rounds for quite some time. The ‘new normal’, however, has made the concept more relevant than ever.
The Future of Disruptive Innovation
Let’s be honest – very few are turned on by the term ‘new normal’, but the concept is unavoidable. Things are new, and normalising our surroundings is a coping mechanism that aims to stabilise. So why rock the boat by disrupting? Because stasis doesn’t breed innovation.
To mould the ‘new normal’ into the best possible future, innovation is needed. Disruption aims to break down outdated thought-processes and usher in fresh processes to deal with contemporary realities. The realities of business in 2021 and beyond include a rapid shift in what have for the longest time been standard business practices such as typical working hours and an office-based workforce. It also calls for a better understanding of the processes that keep businesses afloat in a world where just about everything happens online.
Disrupting Digital Marketing
Business owners who rely on online advertising to drive new business are more often than not at the mercy of ad agencies. Though many execs are tech-savvy enough to hold their own in a conversation about Bitcoin or Zoom, the intricacies of the back-end systems that market their products and services online often seem indecipherable. Naturally, a consulting bridge between agencies and those businesses that they serve should only result in higher levels of transparency and efficacy.
Bark Consulting
Bark Consulting came into existence to act as a buffering zone between South African Digital Marketing agencies and business owners. Fueled by an ethos of transparency and efficiency, Bark Consulting offers advisory and auditing services to those business owners who need a Digital Watchdog in their yard. From auditing existing campaigns and media spends to running seminars and training sessions, consulting services have become invaluable to business owners who need more control over their business’ online presence. And if that means disrupting the digital marketing industry by removing some barriers and empowering business owners, so be it. It might just become the ‘new’ new normal.