We have all been there, the cold caller that won’t take no for an answer. The website you go to and it’s unreadable because of all the advertisements. The person who added your email to a database and constantly emails with irrelevant rubbish.
This is all interrupt marketing. A person, brand or organisation interrupts what you are doing to broadcast a message to you.
In the old days, before the internet, mobile and social media many of us tolerated it. Let’s not forget in 1930s (before the internet, mobile and social media) the only way you could get your brand in front of somebody was to interrupt them. And in those days the buyer was pretty unsophisticated and were receptive to your message. In fact, it was probably the only way to get any information on products and services.
Brands actually realised that the more money you spent on newspaper ads, TV ads the more product you sold. The problem is this business model has been disrupted. Not so many people read newspapers, people fast forward through the TV adverts, we won’t tolerate those spammy websites.
And that’s the sea change.
We (the buyers) now have the power through the internet, social media and mobile. We also have both technology and legislation on our side. We live in a world of infinite information. What do I mean?
When we want to buy something, we no longer do we need to call a company up and ask them to send us a brochure, we just go on-line (in sales avoidance mode) and find what we want.
We are also able to filter out all the interruptions. Let’s pick Legislation and Technology.
Legislation – In Europe we have GDPR legislation, which isn’t new it’s a repacking of older legislation but with large fines rather than the small fines that we just ignored. While GDPR does not stop you calling me or sending me unsolicited emails, it is in my power as a buyer to stop it. Which means you cannot keep calling me and calling me like Jeb Blount did, those days are over. The US also has CPPA starting on the 1st January 2020.
Technology – Technology providers know there is a rich seam of pissed off people, who have busy lives and don’t have time to be interrupted. Ad-blocker use is growing 30% year on year, the spam filter algorithms in email application are getting better. Email providers want to make sure that what they provide is clean and useable and not filled up with crap. The latest version of iOS allows me to push any call that isn’t in my phone address book to go straight to voice mail.
I talk to people all the time about what they want from companies and they all say a relationship. But a relationship isn’t being bombarded by emails or notifications from an app all with the message “buy my shit”. A relationship is a two way conversation, which requires the brand to listen, hear and respond.
And marketers have been given a gift, social media. It’s the marketing tool of the age, enabling brands to build relationships and have conversations with people, at scale.
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