Interruption vs. Engagement, Revised
Last week in Advertising Age, I tried to argue that we marketers should reevaluate our approaches to "interruption" and "engagement" marketing, as I think we're using both terms incorrectly. Budgets are getting shifted away from the short commercials of traditional media into longer social experiences of new media, like Old Spice's recent campaign, as if the latter's entertainment can replace the former's historic utility.