The term that is being described is known as a disruptive innovation. In the context of business theory, this term refers to an innovation that creates an entirely new market and value network which ultimately disrupts the old market and value network, while at the same time taking over market-leading firms, products, and alliances. One example of this are Smartphones which disrupted laptops as the primary way consumers use the internet in today's world.
In today's marketing the use of material such as video, sound, webinars among others is essential, especially with the rise of the internet and advertising channels such as webpages and blogs.
