What is Interruption marketing?
This is the generic term for any marketing technique that consumers did not ask to receive. It is suitably named because it interrupts other activities. With the arrival of communication technology, interruption marketing includes direct mail, phone calls, or text messages that endorse a product.
It is about promoting a product through continued advertising, promotions, public relations and sales. It is considered to be an annoying version of the traditional way of doing marketing. And companies focus only on finding customers through advertising.
Interruption marketing cuts into people’s activities and thoughts. It aims at redirecting their attention toward a certain product or service. Interruption marketing can be used by different media, including television, radio, print, email, direct mail, and telemarketing.
What are the types of interruption marketing?
Interruption marketing can be via various techniques like:
- Facebook: Promoting a good or service on the news feed or on the platform
- Telemarketing: Act of promoting a good or service over the telephone
- Print media advertising: promote a product via newspapers or magazines
- Cold calling: Salesperson conducting random calls to potential Customers
- Direct mail: promotional circulars sent directly via mail
- E-mail spam: electronic mails sent to large mailing lists
- TV/radio advertisements: promote a product via television and radio
What are the Pros & Cons of interruption marketing?
1. It is a quick way to increase sales volumes.
2. It allows for a more scientific way to measure sales.
1. It is mostly annoying for the audience.
2. It is a capital-intensive campaign.
3. It has limited return on investment.
4. Very little is known about the target audience.
5. It has to deal with rejections from potential customers.
Solution to the Problem
The Solution to the above problem is Permission Marketing.
Permission-based marketing is customer-centered and allowing the customer to be an active part of the marketing communication. Permission-based marketing costs less than interruptive marketing because the campaign is targeted and more measurable.