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Interruption Marketing?

December 22nd, 2009 Leave a comment Go to comments

I just read this post by George Benckenstein where he discusses the inherent “ad filters” that we as consumers have, and compares “classic” interruption marketing with social marketing.

He’s got the markets and the funnels right, but I’m not sure if I agree with the “Interruption” marketing concept as he talks about it.

When I think “interruption” marketing, my vision is some highly-contextual advertisement displayed to a prospect/user when his natural “ad filter” defenses are down, and concentration is up.  After all, the ads aren’t really complete blind spots, as people do scan them quickly with their eyes.

The goal is to use the prospect’s existing interest in the related content to get past the filter on that quick scan, and if you manage to align your ad well enough with the content, you’ll get an added bonus of the prospect’s continued interest and concentration in your service.  So your CTR is down, but your click-to-conversion rate is (hopefully) way up.

A great example of this (and proof that the concept works)  is AdWords marketing on the content network.

Anyway, it was still a good read, even if I tend to differ on the terminology :)

Categories: Informational
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