Content Marketing vs Interruptive Marketing
Interruptive marketing annoys more than it helps
Interruptive marketing still exists online for those who can afford it. Since most people do not go online to click ads, online advertising should only be done when it makes sense and you have an idea how many people you will be reaching. It’s possible to create a successful campaign with interruptive advertising, usually after learning from failed campaigns.
Why Ads are Annoying
A big reason why interruptive ads continue to be annoying is that people have become more conscious of how time can get wasted, especially people who spend a lot of time watching television. Interruptive advertising on websites is forcing many users to move on to the next website faster, especially when it comes to trying to watch videos. Getting hit with an ad has become a two minute slowdown. Many times it’s easier to exit a website than wait for an ad to finish.
Since ads represent clutter, they are usually bothersome. Only once in awhile do ads communicate the way they were designed. Interruptive ads are starting to become hard to justify except in narrowly targeted situations. The problem with constantly interrupting people who don’t want to be interrupted is that it gets old. The person can also form a negative image of the brand if it is over-marketed.
We are moving into an era in which brands are considered phony if they don’t live up to their claims. It’s now easy to look up customer feedback for almost any brand, now that sites like Amazon keep track of consumer comments. Consumers are now conscious of giving such feedback sites weight compared with advertising. The rising popularity of content marketing is causing businesses to understand the negative impact of interruptive advertising.
Now that audiences have learned to see through advertiser claims, it’s becoming a challenge for businesses to win the trust of customers. Since content marketing is more about communicating with the target market, it makes sense to try to gain as much respect as possible by telling the truth than to exaggerate the facts just to trick people into sales. When people realize they’ve been fooled by advertising, it can damage association with the brand.
Less Like Radio
The irony about radio advertising is that it does the opposite of what it’s supposed to do. Instead of delivering a message to a mass audience, it’s delivering a message to people who have switched stations during commercials.In order to meet the standards of content marketing, it’s important to think of the opposite of how radio commercials have been made. Many commercials have used phony voices to try to give the spot more energy. Today’s marketing is closer to being conversational without theatrical characters.
Traditional radio commercials usually told you a limited amount of information to fit the format of a 30 or 60 second spot, whereas content marketing does not limit its message to the constraints of a third party. Radio commercials always get clustered with other commercials in “stopsets,” which is exactly when many people tune out of the radio. Clearly, most people do not listen to radio commercials no matter what the message is.
Another problem with radio commercials is due to the time constraint, many times the announcer will speed up his or her voice and speak too fast to be understood. If you watch business videos designed to raise brand awareness through content marketing, you will likely come across more relaxed than hyper presentations. Interruptive ads have become more annoying over time now that people have learned to use the internet as a quick gateway to many free activities.
Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000, with offices in Canada, USA, Europe and South America.
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