Advertising: Interruption Based or Permission Based
Posted by Atlanta Web Video on January 4, 2010 · Leave a Comment
Let’s take a look at several different types of advertising that you may be using for your business…
- TV: Advertising interrupts the program.
- Radio: Advertising interrupts the music or talk show.
- Magazines: Advertising interrupts the articles.
- Newspapers: Advertising interrupts the articles.
- Spam Email: Advertising interrupts the recipient.
- Website Pop-Ups: Advertising interrupts the user
.
These traditional forms of advertising are Interruption Based. This usually causes the consumer to flip the channel, change the station, flip through the pages, delete the email, or exit the website.
So what is a business to do?
I suggest concentrating your marketing efforts and dollars on Permission Based forms of Advertising. Here are some examples…
- Website: User-Friendly with Fresh, Relevant Content
- Web Video
- Facebook Business Page
- LinkedIn
- YouTube
- Twitter
- Blog
- Email Newsletter
- Flickr
These are all places where people have to OPT-IN to receive your messages. That means they are giving you Permission to educate them and market to them. Therefore they will not see your messages as an interruption or annoyance.
The cool thing is that Permission Based Advertising is usually more affordable and effective than Interruption Based Advertising.
Take the time to get educated on these new forms of advertising. Look for a professional that will explain it to you in simple terms instead of industry jargon.
Special thanks to Michael Clay for introducing this concept.
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