Traditional Media is Interruptive
PEOPLE DO NOT LIKE BEING INTERRUPTED
Simply put, people get annoyed with interruptive ads. Traditional marketing is described as "push marketing" whereas internet marketing or advertising can be referred to as "pull marketing'. In traditional advertising customers are imposed upon by a company or sales person to sell them something. In pull advertising, customers find what they are looking for. The internet has become the tool of choice to find products, services, and local businesses.
Most traditional marketing (TV, Radio, Print) works like this: Company A places an ad with the intention of completely interrupting what the potential customer is doing. The hope is to get the customer to stop in their tracks, pay attention to what has interrupted them, and make a conscious decision to interact with Company A on another platform (phone, internet, social media). Here’s the problem - people hate being interrupted. Even during the Super Bowl, when consumers tend to enjoy the commercials, a study by Communicus showed that 60% of all ads ran during the event don’t lead to an increase in purchase or buying intent. Even online, where engagement is supposed to be higher, a recent Google study showed that 69% of web users bounced from a site when presented with an interruptive display ad.
According to HubSpot’s Global Interruptive Ads Survey conducted in 2016:
- 94% of all consumers actually skip television ads completely
- 94% unsubscribe from email
- 27% throw away direct mail before reading it, and an amazing
- 50% are on the national "do not call" registry
So what does this mean? Well to put it plainly, people get annoyed with interruptive ads, and it sometimes turns them off to brands. People want to consume media in a way that is comfortable and non-intrusive, which is why an inbound strategy is much better suited to drive new business in today’s world.