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Interruption vs. Self-Service Marketing

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In an article in DM News, Tom Rapses, a creative director, divides marketing into two separate categories:

1. Old-school response marketing (although Rapsas does not use the term, this is often referred to as “interruption marketing” because it intrudes into other activities such as watching TV or sorting your mail).

2. “Self-service” marketing — including word of mouth advertising, blogging, podcasts, and social networking sites such as Facebook.

“Self-service marketing is all about putting content where people will find it,” writes Rapsas. “It makes sense to go where the customers are.”

On the surface, the notion of putting content where the customers are looking for it — instead of forcing it upon them when they AREN’T in search mode — seems unbeatable.

However, if it works so well, why is so much more money spent on magazine, newspaper, TV, and radio advertising — which are intrusive — rather than on Yellow Pages ads, which once were the primary medium for self-service marketing?

Rapas suggests that you need multiple channels — a combination of traditional direct response with non-traditional self-service marketing — to capture more attention, traffic, leads, and sales.

Do you agree that both old-school direct response and new school interactive marketing have their place?

Or do you think the continued use of intrusion marketing in the 21st century makes one a dinosaur?

Source: DM News, 4/21/08, p. 10.

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