Interruptive vs. Non-interruptive Marketing

Non-interruptive markeiting is where, “instead of pitching your products or services, you are delivering information that makes your buyer more intelligent” ( source).

“Interruption marketing is a pejorative term that refers to 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 whereby companies focus on finding customers through advertising”  (source).

How do customer find you?

In non-interruptive, they find you from the content that you publish.  You publish content on a blog. Someone doing some research finds your blog context during the search.

In interruptive, you find them.  Most times, it is when they least expect it. For example, you make a cold to a prospect that you think might be a prospective customer.  You call without any notice, and introduce yourself, being your pitch and attempt to pique interest.  Or you send an email, send a direct mail piece, stop someone on the street, approach someone at a business lunch. All of these are interruptive marketing.

Why non-interruptive marketing is the trend for demand and lead generation efforts?

Non-interrruptive

object; have customer find you

presenting information

Interruptive;

you reach our to find customer…

pitching your product


Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.