Don’t Interrupt Me!

The writing is on the wall my friends, interruption marketing is on its way out. But like an aging actress, its not going down without a fight.

Interruption marketing is the idea of getting consumers to stop what they’re doing and pay attention to your TV/radio spot, print ad, direct mail campaign, voicemail, or email blast.  And while interruption marketing has enjoyed a long and prosperous run, its days are numbered.  Today’s savvy consumers have figured out how to beat interruption marketing at its own game. They’re subscribing to satellite radio, using spam blockers, and watching commercial-free TV.

So what’s a marketeer to do? Start creating content.  Think about it, everyone goes online searching for content and information, so why not provide them with what they’re looking for? Social media is about delivering useful content at the precise moment a consumer needs it. The internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.

Content can come in many forms:

  • Blogs – A personal website written by someone who is passionate about a subject
  • Podcasts – Audio content, does not require an iPod, you can listen to one on an MP3 player or on your computer
  • Videos – Video content, vlogs
  • Webinars – Online seminars that may include audio, video or graphics
  • Whitepapers – Research and survey reports that offer valuable content

When properly executed, content stimulates word of mouth, builds search engine optimization, and drives traffic to your website. It can be forwarded, Tweeted, bookmarked, posted on Facebook, and shared on LinkedIn.

The Sweet Smell of Success

Need evidence? Take a whiff of the recent Old Spice campaign.  The ad execs at Widen and Kennedy ( the Nike guys) created a series of 180 personalized videos with former football hero Isaiah Mustafa as the Old Spice Guy, dressed in a towel, standing in a bathroom, directly responding to Tweets and blog comments from fans.  In just seven days the videos generated 40 million views and increased  sales of Old Spice Body Wash by 107%. Talk about spicing things up.

Three social networking sites where you can share content:

LinkedIn is the de facto b-to-b networking site. In today’s professional world people change jobs and locations constantly. By connecting on LinkedIn you have a permanent online Rolodex that never goes out of date. As a member, you can build a profile and invite colleagues and constituents to join your network. The key to LinkedIn is to join groups where your clients and prospects gather.

Twitter is a virtual water cooler. It’s a micro-blogging site that gives you 140 characters to tell people what has your attention. Think of Twitter as an idea bank rather than a place for conversation. Twitter is a great place to meet people, build digital relationships, and follow industry leaders.

Facebook profiles are for people. Fan pages are for business. It’s actually against the Facebook terms of use to use a personal profile for business. Once you create a fan page you can engage fans (your clients and prospects) by sharing information on webinars, conferences, and research studies. Make sure your postings are relevant and informative. Post consistently and be patient. It may take time to grow your fan base.


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