Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 20

A primary technique of what Seth Godin calls the TV-industrial complex⁴ is interruption. Under this system, advertising agency creative people sit in hip offices dreaming up ways to interrupt people so that they pay attention to a one-way message. Think about it: You’re watching your favorite TV show, so the advertiser’s job is to craft a commercial to get you to pay attention, when you’d really rather be doing something else, like quickly grabbing some ice cream before the show resumes. You’re reading an interesting article in a magazine, so the ads need to jolt you into reading an ad instead of the article. Or you’re flying on American Airlines (which I do frequently), and during the flight, the airline deems it important to interrupt your nap with a loud advertisement announcing its credit card offer. The goal in each of these examples is to get people to stop what they are doing and pay attention to a message.

Moreover, the messages in advertising are product-focused, one-way spin. Advertisers can no longer break through with dumbed-down broadcasts about their wonderful products. The average person now sees hundreds of seller-spun commercial messages per day. People just don’t trust them. We turn them off in our minds, if we notice them at all.

The web is different. Instead of one-way interruption, web marketing is about delivering useful content at just the precise moment a buyer needs it. It’s about interaction, information, education, and choice.

Before the web, good advertising people were well versed in the tools and techniques of reaching broad markets with lowest-common-denominator messages via interruption techniques. Advertising was about great “creative work.” Unfortunately, many companies rooted in these old ways desperately want the web to be like TV, because they understand how TV advertising works. Advertising agencies that excel in creative TV ads simply believe they can transfer their skills to the web.

They are wrong. They are following outdated rules.