Interruption marketing
From Wikipedia, the free encyclopedia
Interruption marketing or outbound marketing is promoting a product through continued advertising, promotions, public relations and sales.[1] It's the opposite of permission marketing and inbound marketing. It is considered to be an annoying version of the traditional way of doing marketing whereby companies focus on finding customers through advertising. (Confusingly, the ambiguous term outbound marketing is sometimes used as a label for interruption marketing. This gives rise to an ambiguity because in the past the term had a different meaning,[2] namely that information about finished product capability was flowing out to prospective customers who have a need for it i.e. benign marketing communication and product marketing.)
Interruption marketing can be via various techniques,[3] such as:
- Facebook: promoting a good or service on the news feed or elsewhere on their platform
- Telemarketing: act of promoting a good or service over the telephone[4]
- Print media advertising: promote a product via newspapers or magazines
- Cold calling: the solicitation of business from potential customers who have had no prior contact with the salesperson conducting the call[5]
- Direct mail: promotional circulars sent directly via mail[6]
- E-mail spam: electronic mails sent to large mailing lists[7]
- TV/radio advertisements: promote a product via television and radio[8]
Usefulness of interruption marketing
The usefulness of interruption marketing to a business depends on what the company wishes to achieve. If the company has sufficient funds to invest in an advertising campaign and that the management wishes to have quick results, then interruption marketing may be most appropriate. Most businesses depend on interruption marketing to bring in their profits. Site Pro News has stated that the main difference between permission and interruption marketing is that interruption marketing gives quick results and allows for a more scientific way to measure sales.[9]
Problems encountered with interruption marketing
With outbound marketing, marketers are often expected to find different ways to cope with the rejections from potential customers. Also, advertisements have expiry dates and once the expiry dates have been reached, the campaign will have to be started again. Thus, the return on investment of advertisement campaigns is rather low most of the time.[10] Outbound marketing is often considered to be a poorly targeted technique as it cannot be personalised to specific customers. Moreover, advertisements often interrupt customers and as such, they may be wrongly considered by potential consumers.[3]