Commercials are so annoying ! I know. You´re watching a nice movie and then…. commercials. The movie starts again and then … another 15 minutes of more commercials. Nobody likes that. It gets in your nerves. So we all got pretty good at avoiding them. We switch channel, lower the volume or do something else.
So why do companies spend still so much money in a form of advertising that people don´t want to see (it actually annoys them!). And it´s not only on TV, new media platforms like YouTube and others are doing something similar now. Banners in websites are also pretty annoying.
I mean, who reads those emails that try to sell you something! Nobody. Email providers like Gmail, Hotmail and others do a pretty good job in filtering it so you never get to see them (check your spam and you´ll be amazed by the amount of crap you get everyday).
Isn´t it better to show your product in a nice way. In a way customers actually appreciate and like. In a way they don´t even know you are advertising. They get to know your brand, they can see it. Thus, is much more effective.
There are two different types of marketing:
- Interruption Marketing - Marketing communications that disrupt customers activities. Advertisements, commercials, unsolicited promotional material (emails, brochures, direct mail, telemarketing calls, etc.)
- Permission Marketing – Coined by Seth Godin, is “the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
One company that has done it, and has proven permission marketing to be very effective is Apple. They got it right and that´s why we love them!
Iy you want to read more about this topic go to Content Marketing.