In my previous post, I discussed a style of marketing that attentively presents customers with editorial-like ads. I’ve decided to explore a very different approach to marketing in this post, Interruption Marketing. Unlike Native Marketing, marketers attempting to reach their customer segment through Interruption Marketing will endeavour to get their message across by intervening between the customer’s attention and their add. Seth Godin coined the term in 1998 and he recognized that, although Interruption Marketing can be a highly effective method of attaining the customer’s attention, too many interruptions can lead to the consumer rejecting advertisements entirely. For example, email services provide “spam filters” to customers against unwanted emails as a measure to decrease Interruption Marketing.

Godin also proposed the term Permission Marketing, which, unlike in Interruption Marketing, customers give a company permission to reach out to them and inform them “personal and relevant messages,” in return, crating a “mutually beneficial learning relationship.” Returning to the email example, Permission Marketing in this context would be when the customer deliberately gives a company their email in order to know more about them. Permission Marketing can reduce costs for companies as it gives them insight into a target market that is interested in them.

Sources:

1. Fishburne, Tom. “Interruption Marketing.” Tom Fishburne Marketoonist. N.p., 10 Nov. 2013. Web. 11 Nov. 2013. <http://tomfishburne.com/2013/11/interruption.html>.
2. Godin, Seth. “Seth’s Blog.” Seth’s Blog. N.p., 31 Jan. 2008. Web. 17 Nov. 2013. <http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html>.