9. Marketing and advertising on the social web
The problems facing interruption marketing
Interruption marketing is a race to the bottom
For the past 100 years, marketers have mostly relied on interruption marketing to get their message across, and viewed each new technology as a new way to interrupt people from what they were currently doing to get them to consume their message instead. Our TV programs are interrupted by ads. Our concentration while driving is interrupted by ads. Our magazine stories are interrupted by ads. Our web experiences are interrupted by ads.
There are two main problems with interruption marketing. The first is that it is a terrible experience for people. For every welcome interruption, there are dozens of unwelcome ...
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