interruption marketing

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.

by: David Polinchock

I've been traveling this week, so I'm behind in my writing. This was in Ad Age this week and speaks to the clutter problem from both the advertising and consumer POV. In fact, we've added an introduction to our presentations where as I begin the presentation, the a/v team will start to crank up a veritable cacophony of noise, getting louder & louder until it's impossible to hear anything at all. Then we stop it and bring up a slide with:

by: David Polinchock

David Meerman Scott has started an Interruption Marketing Hall of Shame over at Web Ink Now and I thought that I would include his number 4 here. Valuable lesson here -- he's willing to boycott a mall he likes to visit because they chose to interrupt him, rather then engage him.

So look at his other nominees and be sure to add your own thoughts!