The Fading Efficacy Of Interruption

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According to Seth Godin, advertising is essentially interruption.

We’re being interrupted from whatever we’re doing – be it watch TV, flicking through Facebook or walking down the street – to see or hear a message to compel us to buy or do something that we otherwise probably wouldn’t have.

But today we’ve become blase about advertising. We don’t trust it anymore.

Thus, the efficacy or effectiveness of ads is quickly diminishing.

Sponsorship, however if different. Sponsorship is seen as supporting a like-minded activity or event. It’s a way of your brand joining the community or the tribe that does that thing.

And that is a more effective way to spend your promotional dollars than to simply continue interrupting people.

#advertising #sponsorship #marketing