But this sentence…

“On Social Web, interruptions do not result in sustainable conversations. ”

And the conclusions that follow it are incorrect as they apply the WRONG definition of “interrupt” to the concept of marketing one’s self in a social media environment and specifically LinkedIn to which my articles was addressed.

In the marketing formula there are four key phases of the engagement:

Interrupt ►Engage ►Educate ►Offer

This is a classic formula developed by the pioneers of marketing and best explained in my opinion by Richard Hershaw in his great must-read book “Monopolize Your Marketplace.”

Interrupt in this formula is getting the prospects attention and simply refers to getting the prospect to look and take notice.

It has nothing whatsoever to do with the definition of interrupt you use in the sentence

“But its high time, marketers should learn to respect consumers and not interrupt them. ”

Which follows this Webster definition:
1 : to stop by breaking in : halt, hinder, or interfere with the continuation of (some activity) : prevent (one) from proceeding by intrusive or interpolated comment or action

This is different than the marketing definition which implies “getting the attention of the reader or prospect.”

Interruption in the social media environment used in a marketing form is in the same vain as a headline in an advertisement.

The headline’s purpose is to simply stop the reader and compel him or her to read the next sentence in the ad.

In the social marketing space, such as LinkedIn one needs to use this concept in two ways — first to get someone to notice your mini header and second to get them to click through to your profile.

There is nothing rude or intrusive here but and act of “connecting” with the reader in such a way that they do stop.

The concept that an advertisement is an interruption and the concept of interrupt in marketing are two completely different things. They are not related.

If you are confused or not sure about my comments I highly recommend that you read the book above, and you’ll understand. It is absolutely a must read for anyone engaged in any kind of sales or marketing. It’s also a great read.

I am sorry but your comment and the first article (link) uses the wrong definition of the marketing concept for the word “interrupt.”

Though it is true the TV commercial interrupts the program that is not what this marketing term is concerned about.

The concept in the article is that of “interrupting” someone as in speaking before they are finished, or as a commercial interrupts a TV show. The marketing concept of interrupt is one of getting someone’s attention. The marketing concept is content, not timing driven.

The concept of “interrupt” in advertising is the concept of getting ones attention.

In Richard Hershaws great book “Monopolize Your Marketplace” he designates “interrupt” as the first stage of the marketing equation.

“The marketing equation has four main components:
*Interrupt: This is simply the process of getting qualified prospects to pay attention to your marketing. Simply to say, but often difficult to pull off unless you hit their emotional hot buttons.”

In Breakthrough Advertising, Eugune Schwartz says “Your headline has only one job–to stop your prospect and compel him to read the second sentence of your ad” — once again we see that we are talking about interrupting their attention with content and not barging in on them at a inconvenient time.

These two cites show that it is the content and it’s relationship to the thoughts and thinking of the prospect that get his or her attention.

Marketer’s job is to respect consumers, understand needs and time when they start looking for information. and be ready with it to serve the same.

My view : http://tiny.cc/vit8v for completely opposite views.. and why the views differ http://tiny.cc/bgjb4

Regards
Satyam´s last blog ..Marketing Interruption

Daniel´s last blog ..Dude I hate My job