Marketing Guru, Seth Godin, talks a lot about the woes and pitfalls of traditional 'Interruption' marketing.
"Imagine going to your local mall. It's a nice carefree Sunday afternoon. You're just taking a leisurely walk along the various storefronts, when one of those 'island stall' carny-style hawkers approaches you, and shoves their beloved widget in your face."
"Now imagine that it's two days before Christmas, The mall is like a Japanese subway train, and you've gotten seriously behind on your list. As you push your way through the masses, this same hawker approaches you. You quickly dodge to your left, and another hawker appears. You skillfully dart aside to avoid them, only to be approached by yet 'another' hawker. And the really annoying thing, is that they're all selling the same widget!"
That's the essence of 'Interruption' marketing.
On his blog, Angelo Fernando makes this pronouncement against interruption marketing: "Fighting clutter with clutter creates information smog." 
In his thought-provoking book, Permission Marketing, Seth Godin proposes that marketers have no right to sell to customers. They have to first gain permission to start a relationship that would, somewhere down the road lead to a sale.
"But Nurturing a relationship first is expensive." counters Fernando. We've become spoiled into the drive-thru, instant microwave, glasses in about an hour, marketing mentality. We want sales, and we want them NOW!
And so, we interrupt. We clutter. We annoy.
Fernando goes on to say, "The smarter consumers battle clutter by fine-tuning their media habits. They block or boycott channels, fast forward through commercials on their DVR, stor
e Web sites on My Favorites, and toss out unsolicited (junk) mail without opening it."
This then begs the question: "What's the most effective strategy to reach the tech-savvy tuned-out consumer?"
Relational Marketing......
.......Enter the Blog
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Rich Jacobson is a licensed real estate professional providing empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, SOUNDBITEBLOG, and Crabbing in the Hood.
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