Interruption Marketing
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I’m pleased to welcome Peggy Burke, Principal at 1185 Design as a guest blogger. She discusses risk taking, pushing the envelope in branding, and the ideas behind the design of the new Marketo website.
Choose an enterprise technology brand. Now type in their URL and engage. “With what,” you ask? Exactly!
We live in a world of engagement through some of the most extraordinary and disruptive technologies. These very technologies persuade us to take risk with our personal information, our…
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According to Business Insider, the cost of a 30-second TV spot during the February 5th Superbowl matchup between the New England Patriots and the New York Giants averaged $3.5 million, and topped out at a jaw-dropping $4 million. With companies like Hyundai buying a total of five ads during the Tom Brady / Eli Manning faceoff, 2012 was a record-breaking year for the event, even after adjusting for inflation. I love little kids in Darth Vader helmets as much as the next guy, but here’s…
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I had the chance to interview Ron Ladouceur, Vice President and Executive Creative Director of Media Logic, a conversation-centric marketing firm. Ladouceur was a driving force behind the development of Media Logic’s Conversation-Centric Marketing model which helps companies looking for help to define their social media strategy. Find out how the marketing landscape has changed and the ways it affects how we generate leads, move prospects through the funnel and manage our day to day…
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According to MarketingSherpa’s Business Technology Marketing Benchmark Guide 2007-08, 80% of decision makers who made a technology purchase believe that they found the vendor — as opposed to the vendor targeting them.
This is an amazing statistic that proves just how much the Internet has transformed B2B marketing. Nobody questions that the Internet transformed B2C industries, such as travel (Expedia), car buying (Edmunds), or house hunting (MLS and Zillow). I wouldn’t think of…
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Customers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can. I use TiVo and haven’t watched a TV ad in ages, scan right past the ads in my Economist and Entertainment Weekly, automatically recycle any direct mail I receive, and aggressively delete any email I haven’t explicitly asked to receive.
There are basically only two ways modern buyers learn about new products, brands, or…
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In my last post, I wrote about the end of interruption marketing. Here are some strategies B2B marketers can use to practice “attention marketing” (the opposite of interruption marketing).
Market when customers give their attention.
There are points in every buying cycle when the customer is actively seeking information. From typing something into Google to begin research to putting together a short list to building an ROI justification, buyers want trusted information to help them.…
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Seth Godin coined the term Interruption Marketing to describe tactics that work only if they interrupt you to get your attention. Classic B2B examples include the cold call that interrupts you working on a proposal, the print ad in your morning newspaper, or the flashy booth at a tradeshow. In each example, the marketer – who knows the buyer doesn’t want to pay attention to the advertisement – thinks his job is to create a call script, ad copy, or booth gimmick that will make people pay…
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