Interruption Marketing: Is it Worth it?

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

Annoyance 

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.

Measurable

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?

Social Media Posts

download twitter 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

FacebookAre 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

3 thoughts on “Interruption Marketing: Is it Worth it?

  1. Hey Lisa,

    Thanks for the informative blog on interruption marketing. I often wonder how successful this strategy is as I find it annoying and intrusive. And since I already come to it with my back up, I am never receptive to what’s being offered. According to an article in Sales Hub, interruption marketing is dead and companies need to change their tactics by embracing inbound marketing, which allows organizations to get the right message, to the right person, at the right time. I think that’s great news and hope to see less and less of sales tactic in the future.

  2. I am in complete agreement with your post, Keara. I absolutely hate it when these things happen. Particularly if I’m on a site reading an article and I keep seeing this newsletter ad continually popping up. Even more frustrating when you’ve already signed up for the newsletter and yet you keep getting this pop-up. I’ve got to the point now that I just leave the page because I can’t be bothered to put up with it.

    I actually do hope that advertisers get away from this because I see it as more of a deterrent rather than an aid. Product ads infuriate me to no end. If I wanted to purchase something, I’d look into it myself, I don’t need some person at the other end deciding what I need and don’t need.

    Good and informative post. Thank you.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.