You know what it’s like… You’re watching an excellent or exciting movie on TV, and in the middle of a great scene, “SURPRISE” –a commercial break. If you’re anything like me, you find it incredibly annoying. You are immediately pulled out of the story. That commercial break is a form of interruption marketing. This article talks about interruption and permission marketing and their advantages and disadvantages.
What is interruption marketing?
As the example demonstrates, interruption marketing is a marketing activity that interrupts the potential customer. This can occur while watching a movie, listening to the radio, scrolling on Facebook and Instagram, or reading this article.
Pop-ups on websites are also a form of interruption marketing. The potential customer is interrupted by some form of advertising or marketing. Let’s face it, being interrupted by commercials while reading an article or listening to the radio can be very annoying. As a result, people are fleeing from services that allow interruption marketing – Netflix and Spotify are great examples of the appeal of blocking the interruption, even at a monthly cost.
Pop-ups on websites are also a form of interruption marketing. The potential customer is interrupted by some form of advertising or marketing. Let’s face it, being interrupted by commercials while reading an article or listening to the radio can be very annoying. As a result, people are fleeing from services that allow interruption marketing – Netflix and Spotify are great examples of the appeal of blocking the interruption, even at a monthly cost.
The pros and cons of interruption marketing
Interruption marketing is still very common, and it does work. It can deliver fast results. If your goal is to increase sales as quickly as possible, interruption marketing could be an option.
One problem with interruption marketing is that it doesn’t just impact the thoughts and feelings in the moment of interruption. It can lead to a persistent negative feeling. That negative feeling can spill over into a negative association with the business or brand doing the interrupting.
Many companies set aside significant budgets to advertise. Advertisements in a magazine, newspaper, TV, and radio can have a lot of reach and are often very expensive. Especially if you compare it to online advertising, where you can reach many more people with a smaller budget.
The return on investment of ad campaigns is also relatively low due to the vast amount of resources used over a limited period.
Another drawback is that there is no personalization. Anyone interrupted will see the ad. Even if this is not the right target audience. Some forms of marketing make it possible to select your exact target audience.
One problem with interruption marketing is that it doesn’t just impact the thoughts and feelings in the moment of interruption. It can lead to a persistent negative feeling. That negative feeling can spill over into a negative association with the business or brand doing the interrupting.
Many companies set aside significant budgets to advertise. Advertisements in a magazine, newspaper, TV, and radio can have a lot of reach and are often very expensive. Especially if you compare it to online advertising, where you can reach many more people with a smaller budget.
The return on investment of ad campaigns is also relatively low due to the vast amount of resources used over a limited period.
Another drawback is that there is no personalization. Anyone interrupted will see the ad. Even if this is not the right target audience. Some forms of marketing make it possible to select your exact target audience.
What is permission marketing?
Permission marketing is the opposite of interruption marketing. Permission marketing is about giving potential customers the opportunity to indicate whether they want to receive information from you, often personalized, targeted, and relevant. With this form of marketing, you get permission from the customer to increase their trust and involvement with your organization. Permission marketing is about getting the OK instead of demanding attention, as with interruption marketing. It means you earn the person’s attention rather than claiming it.
The idea is that you connect effectively and deliver value. So instead of customers complaining about being bombarded with unwanted messages, they’re drawn to the great content you provide. This shows your customers that you respect them and their time.
Permission marketing includes newsletter signups, blog subscribers, social media followers, and website signups. Because people decide to sign up and become subscribers or followers, they get to see new content from your organization. But abuse that trust with too frequent contact or irrelevant information, and they can take it away as quickly as clicking on the unsubscribe link.
The idea is that you connect effectively and deliver value. So instead of customers complaining about being bombarded with unwanted messages, they’re drawn to the great content you provide. This shows your customers that you respect them and their time.
Permission marketing includes newsletter signups, blog subscribers, social media followers, and website signups. Because people decide to sign up and become subscribers or followers, they get to see new content from your organization. But abuse that trust with too frequent contact or irrelevant information, and they can take it away as quickly as clicking on the unsubscribe link.
Content marketing is a form of permission marketing
Content marketing falls under permission marketing, as it is a way to create valuable content for your audience. Its purpose is to captivate, inform, entertain, build relationships, and incite the audience to action. In content marketing, you speak the language of your audience.
The pros and cons of permission marketing
The disadvantage of permission marketing is that it often takes some time before you see results. This is pretty much the only drawback there is.
But that drawback also has an advantage. The biggest one is that you build a long-term relationship with potential customers. Because they choose to see your content themselves, the relationship will grow stronger if you provide them with content they want and need. Content that is relevant.
Every business should strive for building trust and loyalty with its target audience. You directly contribute to brand loyalty within your target group by consistently offering valuable content. In addition, it gives them a sense of familiarity when you talk about issues that concern them or issues they struggle with.
It is also cost effective when compared to mass advertising or marketing campaigns on TV, radio, and print. It levels the playing field for smaller organizations that cannot compete with the large marketing budgets of major corporations. You can use the knowledge and creativity within your organization to create exciting content for your audience.
Permission marketing is also an excellent way to boost your sales. If your target audience wants to know more about a topic, they will immediately perform a search on the internet. If you share interesting content with good SEO, you increase the likelihood that they end up at your website. Even if they are only looking for information, you may be an essential resource in later buying. You gave them useful information at the right time, and they may ultimately decide to buy from you.
But that drawback also has an advantage. The biggest one is that you build a long-term relationship with potential customers. Because they choose to see your content themselves, the relationship will grow stronger if you provide them with content they want and need. Content that is relevant.
Every business should strive for building trust and loyalty with its target audience. You directly contribute to brand loyalty within your target group by consistently offering valuable content. In addition, it gives them a sense of familiarity when you talk about issues that concern them or issues they struggle with.
It is also cost effective when compared to mass advertising or marketing campaigns on TV, radio, and print. It levels the playing field for smaller organizations that cannot compete with the large marketing budgets of major corporations. You can use the knowledge and creativity within your organization to create exciting content for your audience.
Permission marketing is also an excellent way to boost your sales. If your target audience wants to know more about a topic, they will immediately perform a search on the internet. If you share interesting content with good SEO, you increase the likelihood that they end up at your website. Even if they are only looking for information, you may be an essential resource in later buying. You gave them useful information at the right time, and they may ultimately decide to buy from you.
B2B vs. B2C
Does permission marketing work for both B2B and B2C scenarios? It’s safe to say that interruption marketing no longer really works for B2B organizations. B2B buyers are often looking for long-term relationships with organizations. They want the organization that best meets their information needs. They want someone seen as an expert due to the knowledge they have in-house, a real thought leader. Therefore, screaming and interrupting ads doesn’t generally work for B2B organizations.
Interruption marketing works for B2C in many cases, mainly because the goal with B2C is often a lot of sales and not necessarily building long-term relationships.
Interruption marketing works for B2C in many cases, mainly because the goal with B2C is often a lot of sales and not necessarily building long-term relationships.
Should you choose interruption or permission marketing?
It really depends on your audience and what matters to them. Would your business benefit from having a deeper relationship with customers, or is it the type that doesn’t really need that? Not every business needs a deep customer relationship. If I buy a phone, I personally don’t care to have a relationship with them. In fact, I probably wouldn’t want one even if it were possible. I only buy a phone case every few years or when I upgrade my phone. But I want more of a trust-based relationship with my accountant, personal trainer, or tutor for my child. They (person or company) will be in my life for some time. The services I buy can have more significant and long-term impacts than a phone case.
