Seth Godin | photo credit: Jossi at en.wikipedia
Seth Godin, an American business books author, an entrepreneur and a marketing thought leader, popularized the topic of permission marketing and evolved the concept of the end of the “TV-Industrial complex”.
First, the end of the “TV-Industrial complex” means that marketers no longer have the power to command the attention of anyone they choose, whenever they choose. Second, in a marketplace in which consumers have more power, marketers must show more respect; this means no spam, no deceit and bias for keeping promises. Also, Godin asserts that the only way to spread the word about an idea is for that idea to earn the buzz by being remarkable. Godin refers to those who spread these ideas as “Sneezers”, and he calls the spreading of ideas an “IdeaVirus”.
Advertisements on television and radio are classified as “interruption marketing” which interrupt the viewer/listener while they’re doing something of their preference. Godin introduced the concept of “permission marketing” where the advertiser provides something “anticipated, personal and relevant”.
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Marketers will always find ways to “interrupt market” to you. Pop-up ads, expandable flash banners jump at you just triggered by unintentional roll over on the ad with your mouse. Video at news sites play commercials before you can see your intended content. You want to watch breaking news about Haiti’s earthquake, well, first you have to watch a commercial for Clorox.
Search engines provide a platform to feed you with commercial results even if you are searching for non-commercial content…….. What is that, if not “interruption marketing”?