IMC Intuition

Thinking out loud about all things IMC

Do you still believe in interruption marketing?

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That concept came up in my professional life recently in both B-to-B and B-to-C projects, the opinion that a traditional model of outbound marketing (my message, my voice, in your face) remains the strategic direction of successful brands.  I beg to differ.

Inbound marketing with the website as hub, content marketing, SEO, SEM, social media and mobile have rapidly replaced traditional interruption advertising models…why?  We have changed.  We no longer have the patience, we have work arounds (skip this ad, TIVO, etc.) and we don’t believe it.  Unless it’s entertaining or informative, we really don’t care.

In my view, inbound is fundamental, followed by strategic outbound (direct mail, email, advertising, etc.) What are your thoughts?

“We need to turn advertising on its head. On the Web, the customer is now the advertiser. When they search they are placing an ad. Traditional marketing is about getting attention while web marketing is about giving it.”  Gerry McGovern

Gerry McGovern is a thought leader in web content management.  New Thinking:  http://www.gerrymcgovern.com/new-thinking/problem-trying-get-attention

Update 3/18/2013:  The PR Daily post, “No, PR does not look more like advertising” by Frank Strong offered this additional insight on interruption marketing:

“Promoted posts, click-through news stories, and those annoying mini pop-ups that follow you as you scroll a page are among the latest interruptions. People don’t hate marketing, they hate those interruptions. They’re obstacles that are intentionally placed between readers and the information they seek.

On the Web, attention is a form of currency. I contend it’s better to earn it than try to buy it, which is what PR has always done. This is why marketing, and indeed advertising, looks a lot more like PR. It’s a change I embrace, and recommend other PR pros do as well.”

Let’s face it, interruptions are annoying.

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