Interruption is part of our every day life. We battle constantly to find delightful interruptions to the mundane and to fast forward unwanted disruption.
As Neville and I discussed this morning. Marketers KNOW we fast forward ads, have banner blindness, ignore adwords campaigns and hate popups.
So fixated on the ad model, eyeballs and exposure – brands are excited when someone finds a way to create a “Slowmercial”. A commercial you can still see even when fast forwarding through the ad break.
And it is not just mass media, which is not going away any time soon. New media and social networks are still forced to focus their monetisation around ads because they are so entrenched in our marketing mix.
Thankfully for a while they didn’t feed us ads in their mobile apps, a few months reprise from the interruptions. Even so this didn’t stop us marketers from: pushing ads into Instagram, hashtag photo competitions, “like us to win” and all our other techniques to PUSH our products to the target audience.
We need to draw the line.
Mobile, the personal device we take with us everywhere, our trusted assistant, could be the deal-breaker.
With data prices still restrictive we are precious about our online time over mobile. We focus our core activities around checking email, checking Facebook and updating statuses. Maybe exploring news sites or YouTube if we find a free WiFi signal. We don’t spend the time visiting brand’s websites, and we most certainly resent them interrupting us.
Content marketing in my mind is the logical non disruptive method of bonding with customers on the go.
By this I mean creating content good enough that people will subscribe to our channels, follow us and maybe even download our app. Content that is truly informative, educative and entertaining. A step back to traditional soap operas if we can.
If we do this right clients will opt in to PULL content from us into their RSS reader or subscribe to our channels. I am not saying it will happen over night, but it will happen.
It is a slow road to rehab, but hopefully the big four social networks will realise soon that: big data can power content strategies and product directions – not just hyper-targeted ads.