How a company deals with disruptive technology determines its success and longevity.

Disruptive Technlogy (def’n): an innovation that challenges an established technology and overturns it. Examples: iPod versus walkman, DVD versus video tape, vacuum tube versus transistors; Polaroid cameras versus digital. The term was first described in a 1997 business best-seller, Innovator’s Dilemma, by Clayton Christensen.

Is market targeting based on behavioral persona profiles rather than demographics a new distruptive technology in marketing communications?

The reality and significance of the Internet is in its measurement capabilities and its databases. Behavioral factors are essential to decision making, and answering the right questions at the right time is integral to the sales process.

Demographic segmentation is more refined than blind distribution. Informed persona building brings new levels of precision to the practice of market targeting. To the extent that targeting is able to better perform because of what the internet offers, this is disruptive technology. What competitive business wants to be a stick-in-the-mud in the face of better tools?

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