Interruption marketing is fading, and most people are very happy about that. While we’ll likely have traditional interruption-based ads for the foreseeable future (TV, radio, etc), true interruptions like cold calls are finally starting to go away.
According to David Meerman Scott, there are really four ways to reach a potential buyer:
- You can BUY attention (this is traditional advertising)
- You can BEG for attention (this is traditional media relations)
- You can BUG people one at a time to get attention (this is traditional sales)
- Or you can EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, infographics, charts, graphs, and ebooks—and it is all free.
It’s a fantastic place to be. Rather than calling 100 folks and irritating almost all of them, you can create information online that will attract the very people you wish to serve.
You can continue to buy, beg, and bug if you want, but earning attention is so much more fruitful for everyone involved.