Picture this: you are watching your favourite Youtube compilation of kittens in boxes and all of a sudden an ad pops up taking away your valuable time from felines. You then experience a range of emotions and thoughts. Frustration. Why do brands have to do this? Annoyance. What does Rimmel mascara have to do with kittens? Questioning. Does anybody even click on these ads at all? This is the basis of interruption marketing, in which people have to stop what they’re doing to pay attention to brands or deal with them in some sort of way. Below are some forms of interruption marketing and some advantages and disadvantages of using each one.
Types of Interruption Marketing
- Telemarketing calls
- Mail campaigns
- Email campaigns
- Online ads that disrupt the user’s selected content
- Pre-roll ads that play before video content
The main reason that interruption marketing may not be the most effective approach is that it causes annoyance. Users do not follow, subscribe, or are aware of the brand so they are less likely to be receptive to their efforts. They are anticipating a video or website and instead get something irrelevant. This causes disappointment and they will probably think less of the brand in the future.
Though interruption marketing can cause annoyance, it is easier to measure click-through rates on campaigns. When using a video platform like Youtube, you can see exactly where viewers exited out of the video or if they watched until the end. With this information, you can identify what campaigns were successful/unsuccessful. Another example would be using a pop-up box to subscribe to newsletters when you first land on a website. You can measure how many people put in their info or if they exited out right away.
In conclusion, interruption marketing may not be the most effective strategy when using social media. Unless you are planning to raise brand awareness, there are other methods that can be more effective. An example would be creating shareable content on social media or sending emails to a subscription list. Users are actively asking for promotions and will be more receptive to content.
Do you remember the last brand that interrupted your web browsing experience? If so what was it and do you think it was effective?
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Have you ever been interrupted when watching a video? We have too. Learn more about interruption marketing in this blog post: http://bit.ly/2BJII2e
Are you an active user on Youtube and are annoyed by pop-up ads? Learn more about why this may not be the best approach for future campaigns: http://bit.ly/2BJII2e