A History of Disruptive Technologies in Marketing

disruptive innovations marketing

As communication mediums have evolved and new technologies have been invented, they’ve collapsed many industries and erupted new ones to replace them. This infographic, developed in a partnership between Eloqua and Jess3, walks us through history and the many events that triggered change for marketers.

A History of Disruptive Innovations in B2B Marketing looks at breakthrough technologies and processes that forever changed one segment of the world: the lives of B2B marketing professionals.

A History of Disruptive Innovations B2B Eloqua JESS3

A review of history is pretty fascinating in our industry… especially since the rate of change appears to be increasing rather than decreasing. Check out these other infographics where we explore history: History of Web Analytics, History of Advertising, History of Email, History of Text Messaging, and the History of Mobile Phones.

One comment

  1. 1

    This is a pretty lame “infographic”. It’s barely a table, and it’s mostly populated with things not remotely related to the title “History of Disruptive Innovations in B2B Marketing”. Being new doesn’t make something “disruptive”. Nor is there any illumination or insight into what makes the new thing a disruption for b2b marketing.

    The IBM PC, for example, was definitely disruptive. But that was driven by a need for computing power that was more accessible to the masses and specifically use of spreadsheets, which in the early 80s was an accounting phenomenon, not a marketing one. It was disruptive because it was convenient, low-cost, more accessible (more distributed), if less powerful and strategic than (i.e. inferior to) what came before. It was also based on an open versus proprietary architecture. Word processing and presentation software on PCs didn’t become significant until much later, by which point the disruption had already occurred, and it’s arguable that neither of these was specifically a “marketing disruption”, and certainly not a “b2b marketing innovation”.

    This strikes me as so much blather and hype — trying to latch onto a term that is becoming trendy, and then only loosely refer to its significance and without regard for its meaning. I really expected this to provide some insight into how different technologies have changed or amplified marketing, reducing its cost and increasing its effectiveness, and why the change really was disruptive (and therefore irreversible). All you have done here is provide a sort-of timeline for some pretty obvious big innovations without context, and a vehicle for Eloqua to advertise itself and claim it is disruptive (which it isn’t).

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