It has been shown that most people do not consider relevant advertising (translation: “something I want”) as interruption marketing. I made this statement in last month’s article and feel that this is a thread that we should follow on its own.
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My approach to sharing knowledge is that I like to present thesis and antithesis and leave the action item of synthesis to the reader. Why? Because I believe that every marketing situation is unique and demands its own solution. Turnkey (one size fits all) marketing solutions give me a rash. Having said that, here’s some thesis and antithesis fodder for your thought canon:
Ã¢â‚¬Â¢ Scholarly articles on Interruption versus Permission Marketing
Interruption Marketing versus Permission Marketing
Let’s look at the benefits and shortcomings of both Permission Marketing and Interruption Marketing first.
You mute TV commercials, you went through your mail only to find most of it is junk, a stranger phones you (usually at dinner time) asking you to answer a survey, or give to yet another worthy cause. Interruption marketing does just that. It interrupts you, and steals your time. And it is the darling of mass marketing, which is the child of the mass media, which was born in the 19th century with large circulation newspapers, and thrived in the 20th with radio, TV, and the international media. Now, there’s too much of it. This is what’s begin referred to as non-scarcity or as some have dubbed it, simply too much media. People ignore or skip ads. Think Tivo. In these days of non-scarcity of content, it’s all about the filters baby.
As Umair Haque of Bubble Generation says:
More to the point: should we see the new world of micromedia as a limited resource; a commons, like Hyde Park, or a fishery? Are we really having externalities on each other when we blog, podcast, and vlog?
I think Seth’s post is this kind of misuse of economics. The genius of micromedia is that it blows apart the notion of distribution of a scarce resource. The whole point is that attention is no longer a commons; now, it’s about individual expectations and preferences.
For many, the distinction between permission and interruption marketing can be fuzzy at best and misleading at worst. Indeed, under the right conditions, even so-called interruption marketing can be highly appropriate and effective. In fact, interruption marketing almost always must be used to get people interested in the first place! While viral marketing is often touted as the new economy way of first capturing customers’ attention, traditional mass advertising or direct mail is usually more effective in capturing consumer awareness.
In his book Permission Marketing, Seth Godin lumps together most mass-marketing approaches into the category of interruption marketing in which advertising and promotion messages are unanticipated, impersonal and largely irrelevant. Instead, permission marketing is built around getting the recipient’s buy-in before proceeding with further messages. At each successive stage of this relationship, the customer or prospect is enticed to reveal more and more relevant information used by the provider to fine-tune and optimize service or product offerings.
There are lots of studies and charts out ther and if you’re the type who likes or needs to see charts to be convinced, check here: http://www.dancingflower.com/pm/pm.html
Interruption Marketing versus Permission marketing: Is there a Quantum Maybe?
Either or logic or Aristotlean logic basically views the universe as binary in nature. “There’s A and there’s B. If something is not A it’s B and visa versa” However, since the discovery of Quantum principles at work in our universe, we now know that “things” can be A, B, both or neither (Ã¢Ë†Å¾). This is known in layman’s terms as the ‘Maybe principle” of the universe. If you’re really interested in this part of my example, Google the term “wave and particle duality“.
But what am I really saying? That there may be another method of marketing that is being overlooked. Non-invasive marketing, which is part permission marketing but softly borders Interruption Marketing.