Despite the romantic appeal of the cigar smoking, scotch sipping, women seducing ad agency as seen in today’s pop-culture, the traditional style of marketing is doomed, yet most marketing directors seem stuck in the old days.
Mad Men - Interruption Marketing
In Mad Men marketing (outbound marketing), companies focus on finding customers. They use broadcast style, far-reaching techniques focused on one thing: interruption. Cold calling disrupts the family dinner. TV advertisements break up your favorite show. Pop-up ads obstruct your web-surfing experience. Radio ads force you to shut up and listen to a string of commercials before you sing with the next song. Mad Men marketing insists on barging into your consciousness.
And, as a result, 86% people today skip TV ads. Almost half of all direct mail is never opened. What’s opened rarely produces consumer “action” other than to toss in the trash. And 9 out of 10 subscribers click “unsubscribe.” People are numb to advertising, especially the Millennials.
Out of the 6000 marketing messages that interrupted you yesterday (and every other human living in our generation) how many do you actually remember? Probably none. Because we live in information surplus, we have been trained to tune out the noise.The more marketing messages we hear, the better we get at ignoring them.
Sure, under the traditional model, you could build up a massive (uninterested) audience and machine gun content at them. Inevitably, you’ll hit a lead or two.
But the more you spend, the less it works. So, how do you break through the noise?