Interruption in Digital Marketing Doesn’t Work

Written by Nick Stamoulis

Most of us have encountered interruptive tactics for digital marketing, maybe without even realizing it. Think about all those popup windows you see that have ads or signup boxes in them, or those moments when videos load right when you visit a page, even if you din’t want to watch the video in the first place.

These disruptive tactics are designed to get us to stop what we are doing and pay attention. From there, companies hope that their brand messaging will end up in our minds, helping to shape our purchasing decisions. So what’s the problem? Well, even though these tactics are common and may even do a brand some good, people simply don’t like being interrupted.

In fact, they like being interrupted even less online. It’s to the point where interruptive marketing tactics do more harm than good online. Here’s more information about this:

People Don’t Want to Be Interrupted

When people are looking for information online, they have an agenda. They perform search queries with a specific purpose. They browse through social media with their intent in mind. By the time they click on a link, they know what information they are looking for, and they have the expectation that this link will deliver on their expectations.

What happens when they click on a link and then are confronted with a lot of ads, or worse, these ads prevent them from accessing their content, at least until the ad runs its course? Well, they’re going to get upset. You don’t want people to be upset while they are finding information on your website because if they believe your site can’t help them, you’ll lose them.

In other words, people don’t want to be interrupted. They want to execute their agenda and make sure that they find what they are looking for. They don’t want to be distracted by too many ads, interrupting their focus.

Marketing Online Needs to Enhance User Experience

Just because interruption marketing doesn’t work online, that doesn’t mean you can’t actually do marketing. You just need to think about things a little different. Interruptive tactics don’t work, but marketing in a natural way that enhances the way people look for information online does work.

The core of this idea is in the content you produce and post on your website, and it is the reason why people have started declared that, “Content is King.” Those who say that understand how it works because your content is your best chance to  connect your brand with the information that people are searching for online. In other words, everybody wins. The person who wants information wins, and you win because you were able to provide them with that information.

This isn’t disruptive at all. It markets to people in a complete natural and pleasant way. It is important to not lose sight of this as you work on marketing your brand online. Never forget that producing good content that aligns your brand with your audience should be your priority.

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