Many businesses and companies spend a plethora of capital and resources to grow their business and increase sales consequently. The point of all these efforts is to find the right marketing strategy to achieve the company’s objectives. Many marketers face the challenge of choosing the right strategy among various types of strategies; permission marketing or interruption marketing.
Interruption Marketing means that you disturb the users by playing advertisements in the middle of the video on YouTube, and users have to pay the price by being disturbed from the advertisement through interruption marketing. These disturbances and interrupt marketing usually don’t care about the annoyance of the customer’s experience. Today, we’ll discuss it in detail.
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What is Interruption Marketing
Interruption marketing is also a form of marketing and promotional strategy where you interrupt the customers’ experience with the company’s promotional message.
Seth Godin first floated the term and according to him, the idea of interruption marketing is based on principals;
- Interruption. First of all, you disturb the customers’ experience without any permission/consent.
- Attention. Secondly, you aim to win the attention of the customer with the promotion of the company’s product.
Interruption marketing also goes by some other names like traditional and outbound marketing. It gives you quick and fast results in a short time, and you’ll get the opportunity to reach a newer audience with this style of marketing.
Interruption Marketing Vs Permission Marketing
Permission marketing is opposite to the interruption marketing strategy, where you empower your customers and ask them whether they would allow receiving the information or not. But you don’t ask any consent in the interruption marketing, that’s how permission marketing is different from it.
If you disturb customers with your unsolicited promotional marketing messages of the company and keep on bombarding with advertisements. Then it would result in the form of annoyance and customers’ bad experience.
That’s why the performance and efficiency of the permission marketing are much better than interruption because you try to connect and interact with customers in the permission. However, you provide customers with personal information like email address, phone number, and home address. Information like this would break the barriers and bring you closer to the customers.
Types of Interruption Marketing with Examples
Following are different types of interruption marketing with examples
Telemarketing falls under the category of direct/traditional interruption marketing, where the marketers randomly call all the people and ask them whether they would be interested in buying the company’s product/service or not.
People are busy in their lives with different kinds of work, and the caller doesn’t have any history of knowing and calling the targeted audience. But the caller keeps on calling them all in case if they show any interest.
Print Media Advertisements
You must have seen ads on one side of the paper while reading your favorite magazines or newspapers. Those advertisements are the type of interruption marketing in print media.
Cold calling falls under the umbrella of telemarketing, where you make telephonic calls to all the people randomly to market your company’s product/service. Those cold callers usually follow the pre-decided script of the marketing department, so that they shouldn’t miss anything.
Direct calling also falls in the category of interruption and telemarketing But the difference between direct calling and cold calling is that the caller is usually not the local person, and the caller may be from the other continent or country in the direct calling.
Spam email is the type when you don’t have the permission to send emails to the receiver, such an email goes to the spam and it’s also the type of interruption marketing.
TV & Radio Advertisements
Advertisements on TV and Radio are a very famous type of interruption marketing, and they’re also the main source of earning to the TV channels and radio stations. They charge a very heavy amount based on running the ad per second because they take a huge risk of disturbing the customers’ experience.
Pre-roll advertisements are the type that you see on YouTube and it starts playing automatically and watcher has the option to skip it after 5 seconds.
Whiling browsing some websites, advertisements start popping up in the form of new windows. Some popup ads start playing automatically the company’s message and others ask for certain actions from the customer.
Interruption Marketing Pros
Some of the advantages and benefits of interrupt marketing are as follows;
One of the most important advantages of interruption marketing is that it gives you fast and quick results. But the business has to pay a lot of money on the channels to play their ads.
Reach to the Masses
This type of marketing strategy only works when the media is widely spread. People find interruption ads disturbing, but they’ll watch it uninterestingly and wait for their show to become online again. The target audience is general and you don’t have the luxury to target the specific demographic in the population.
The point of spending so much capital on the TV ads is because you’ll have the opportunity to reach a mass audience and target new customers every time the ad plays. More audience and new people mean that the company would be able to earn more profit from interruption marketing if the ad works.
Interrupt Marketing Cons
Some of the disadvantages and drawbacks of the interruption marketing are as follows;
Lack of Target Audience
Promotional ads are general that you don’t have the opportunity to personalize the advertisements and target the specific audience.
The interruption advertisements run on different media channels as long as the company keeps paying and sponsoring. Once the brand stops sponsoring the advertisements, they won’t be played. The life of interruption marketing ads is limited.
Rejection from Potential Customers
If people have a bad experience with certain products, then they would be annoyed with the interrupting advertisements because they don’t like it.
When certain advertisement annoys the audience and they’ll change the channel. It means that the advertisement of the company isn’t working. Therefore, their return on investment would be lower because people aren’t watching the advertisement, and possibly they won’t buy the company’s product.
The Future of Interruption Marketing
Whether it’s electronic billboards, YouTube ads, or ads on the TV, our lives are almost overrun by the interruption advertisement. The marketers are getting very smart and they’re making the interrupting ads so interesting and smooth that the watcher won’t even be disturbed by it.
The audience is also getting familiar with interrupting marketing. YouTube’s advertisements are a very good example of interruption marketing, where people skip the ad after 5 seconds of playing it.
The way people are accepting the idea of forced advertisement, it means that that interrupt marketing ads are going to stay with us in the future.
We like the idea of permission marketing, but it’s not possible other than opt-in emails. If there’s a limit on interruption marketing, then it’s good. Otherwise, people would start using the ad-blocker, not to see the ads. According to an estimate, 20% of the audience on the internet uses ad-blockers to stop advertisements. The remaining aren’t using it, it’s because they can’t afford to pay for the fees of ad blockers.