Interruption marketing is a term given to some traditional methods of advertising where they try to force the attention of the audience such as TV commercials, crawlers, display banners, etc. These have been in existence for such a long time, they have lost their influence over the customers. So what the marketers today do is try to increase the number or frequency of these interrupters.
But as the name suggests, interruptions in your favorite TV show, Sports game to show some brand's tagline is really annoying to any person. Marketers try to plan their ads at times when people are most engaged with the medium. But the more engaged you are, the more annoyed you are likely to be from this interruption.
Digital media offers an alternative for this. That is termed as Permission marketing. The key is to allow the customer to direct their attention to your advertisement and then engage the customer to participate in an intimate conversation.
For example let's say that some individual is doing an internet search for a specific mobile connection. You can place your advertisement in such a way that it shows up on the search results page as a possible option along with what the customer actively searched. This will give the choice to the customer to investigate your offering as an option and then you can engage the customer further to lead up to a potential sale.
A main difference of this from traditional advertising is that, traditional advertising is more about one-to-many advertising. With the invention of TV, Radio marketers rejoiced in the new found method of shouting out their message to a mass crowd with less effort.
But today what customers value is not a general statement. They want specifics. "Will this product fulfill my requirement? If not it doesn't matter what the product does or who endorses it". Permission marketing is many-to-many. It seeks to engage this rational consumer in a customized discussion with their permission and lead them to a solution that will satisfy their need.
But as the name suggests, interruptions in your favorite TV show, Sports game to show some brand's tagline is really annoying to any person. Marketers try to plan their ads at times when people are most engaged with the medium. But the more engaged you are, the more annoyed you are likely to be from this interruption.
Digital media offers an alternative for this. That is termed as Permission marketing. The key is to allow the customer to direct their attention to your advertisement and then engage the customer to participate in an intimate conversation.
For example let's say that some individual is doing an internet search for a specific mobile connection. You can place your advertisement in such a way that it shows up on the search results page as a possible option along with what the customer actively searched. This will give the choice to the customer to investigate your offering as an option and then you can engage the customer further to lead up to a potential sale.
A main difference of this from traditional advertising is that, traditional advertising is more about one-to-many advertising. With the invention of TV, Radio marketers rejoiced in the new found method of shouting out their message to a mass crowd with less effort.
But today what customers value is not a general statement. They want specifics. "Will this product fulfill my requirement? If not it doesn't matter what the product does or who endorses it". Permission marketing is many-to-many. It seeks to engage this rational consumer in a customized discussion with their permission and lead them to a solution that will satisfy their need.
So digital marketing is a great tool to stop interrupting people and annoying them even before they form any idea about brand, and to use permission marketing to develop these consumers to becoming your fans.
