Be Ready For a Digital Disruption

By: TJ Sheffer

In a recent podcast “In Your Business”, UMSL Business talked with Rick Speakerman from Purina, Steve Bauer from FleishmanHillard, and our very own Professor Perry Drake about the disruption caused by modern technologies, how it is affecting, specifically, the field of marketing and communications and why it is imperative that colleges are properly preparing students for the new business world that is emerging ever so quickly.

Digital disruption is defined as the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services. As Dr. Drake mentions in the podcast, many people think of it as something negative because of the word “disruption”, which is in reality not a bad thing at all. To be more precise, it is even beneficial for both, consumers and companies.

The contemporary disruption is good because it keeps the company sharp by developing a new set of competencies and skills to keep up with the changing digital world. The landscape of business has shifted from the way companies communicate with consumers to where the product is sold, such as, for instance, e-commerce. Even if the product or service stays the same, the technology used in its production, promotion and selling may change dramatically.

Rick Speakerman, who has been the Lead of Digital Strategy at Purina for 27 years, states that the largest disruption in his industry is caused by the access to information which consumers have, which in its turn influences purchasing decisions. Steve Bauer, who has 18 years of experience in Social Media Strategy, believes that the digital disruption has made life easier for the consumer’s stand point. He also believes that the biggest disruption comes from the company’s perspective. For companies, the way they market, produce, sell, and interact with customers has fundamentally changed over the last ten years. Therefore, it is vital for these companies to stay ahead of the curve and rebuild from the ground up to keep up with the disruption we are facing.

For those who may be interested in taking courses that can enhance the knowledge of digital disruption and many other topics in digital marketing, UMSL is a great option to consider. Professor Drake is responsible for crafting and teaching courses, such as Digital and Social Media Marketing Strategy and many others.

Click here to listen to the whole interview.