Comments on: Die interruption marketing Die!

By: uglybustard

uglybustard — Thu, 30 Jul 2009 12:48:50 +0000

and I thought you were just a frustrated Essendon supporter

By: newsletter software

newsletter software — Fri, 17 Jul 2009 12:22:18 +0000

Interesting post… I take the opposite approach though and get as much marketing material as I can that’s handed out in the street… I read it, analyse it for good/bad points and then stick it in recycling.

By: inspiredworlds

inspiredworlds — Sun, 28 Jun 2009 14:35:19 +0000

i dont think anyone like interruption marketing, because they are interrupting something that your doing – invading your personal space and time.

having said that though, what are magazine ads or tv ads/ aren’t they interrupting the experience that your having.

interruption marketing is a product of push marketing.

btw up here in sydney, we feel the same way about cityrail (or should i call it #cityfail).

By: AliSwi

AliSwi — Fri, 26 Jun 2009 14:15:53 +0000

This seems like such a simple concept that marketers should get, however, this interruption marketing occurs across all mediums. For instance, frequently when you want to watch a video online you are forced to watch pre-roll advertising. Most times I will bail on the video because I’m annoyed that I have to watch a 30 seconds commercial for something I don’t want or need. You can delete emails or avoid street solicitors, but you only further infuriate people by trying to force them to do something without giving them the choice.

By: Chris Anderson

Chris Anderson — Wed, 24 Jun 2009 13:51:39 +0000

Mate, I’m with you on every single aspect of that post. I loathe being accosted by marketers (whether in public or by phone). My theory is, if their marketing people really know what they’re doing, they’ll get my awareness of the brand without me even realising it and I’ll just go find more info myself (Peaked curiosity + Google = Win for Them). You don’t need to throw it in my face, that’ll just backfire on you.
I also agree that Connex are awful, just awful, at managing Melbourne’s train system, and that’s compounded by the complete lack of interest and investment shown by the Victorian Government.
Here’s hoping marketers and Connex/VicGov wake up and smell the reality.

By: Kimota

Kimota — Wed, 24 Jun 2009 03:00:46 +0000

James, you and I must have been separated at birth, our views on marketing seem so similar. Interruption marketing is the dinosaur in the modern marketing sphere.

Savvy marketing is now about marketing to the niche and to the targeted individual, not merely blasting out a single message to the masses and hoping the percentages get you across the line.

By: nextbrett

nextbrett — Tue, 23 Jun 2009 13:35:47 +0000

Reminds of something out of Douglas Adams Hitchhiker’s Guide where they send all the Marketing and phone cleaners in to oblivion – “to get things started on the new planet first…”

Anyway, not sure anyone except a few 80′s style advertiser’s i know (you know the bras bras bras types) would disagree with you.

I’m of the opinion good marketing need not be marketing at all… You have a product people want, you connect with said people via social media, advertising, email, etc. If something is interesting and relevant it stops being marketing and starts being useful.

Of course the flaw in my armour is “you have a product people want” but if you understand your customer and fulfil a need, why not?

Brett.

By: James Duthie

James Duthie — Tue, 23 Jun 2009 12:24:37 +0000

@John – It’s funny how many marketers have agreed with this post. Time to practice what we preach hey…?

@Jordan – Welcome to the anti-interruption club. Completely agree with you. Many marketers disrespect their audience and only care about peddling their message. No wonder they get ignored…

By: Jordan Kerr

Jordan Kerr — Mon, 22 Jun 2009 23:47:57 +0000

Excellent post. As a marketeer and so share your passionate distain for being interrupted. I think part of it is because as online marketing people we know that the idea that informs interruption marketing is the message is more important than the person receiving it, as we know in social marketing – the person is more important and their needs are the highest consideration.
When some beggar on the street (by that I mean people working for some organisation) ask you to stop what you’re doing and listen to them, I see red. If they had sent me an email, I would read it in my own time.

Anyway. Great post.

By: John Beckley

John Beckley — Mon, 22 Jun 2009 15:29:50 +0000

Great Post James, I’m a marketer and I also hate being interrupted. I agree, we have to get smarter in how we communicate and promote.