media update's Lara Smit delves into this term and weighs up the pros and cons here:Interruption marketing, a term coined by
Seth Godin, is a type of marketing that imposes on a consumer's experience when they are busy consuming content to promote a product or service.
This type of marketing is also commonly known as outbound marketing. Examples of it include:
- television commercials
- telemarketing
- radio commercials
- web-banner ads
- popup ads, and
- pre-roll ads.
Now for some people, doing yoga to a playlist of oceanic sounds only for their flow to be interrupted by an insurance advert is
incredibly annoying.
This is the problem many audiences have with interruption marketing:
It is often perceived as intrusive as it interferes forcefully with a consumer's activities.
What's more, is that these ads aren't always targeted to niche segments of the population. Therefore, many people feel bombarded with information that they don't necessarily want.
However, in the sea of a very wide audience that these adverts are perceived by, there is a large audience of consumers who do see value in the product or service being advertised.
Therefore, this marketing technique gives quick results and accesses potential customers who won't conventionally see these ads — allowing you to reach new audiences.
How do you feel about interruption marketing? Let us know in the comments section below.
*Image courtesy of Canva