Saw a great post today from legendary Seth Godin. Seth talks briefly about intrusive roadblock marketing that annoys the crap out of people, versus marketing that’s genuinely engaging and takes the brand forward.
Most marketing assumes the audience is a flat homogeneous mass, just desperate to be stopped in its tracks and shouted at. Seriously. This is how it’s been since the 1950s – the big launch 30 sec TVC across channels 9, 10 and 7 on a Sunday night in Australia was literally called a ‘roadblock’ campaign.
Of course these days with so much comms rubbish flying around (and dropping into your inbox), being ‘roadblocked’ is about as exciting as having your website taken over by hackers.
Anyway, here’s Seth’s post, reproduced below as well. Enjoy:
Two kinds of marketing
There’s the kind that no one can possibly like. The popups, popunders, high-pressure, track-your-private-data, scammy, spammy, interruptive, overpriced, overhyped, under-designed selfish nonsense that some people engage in.
And then there’s the kind that inspires us, delights us and brings us something we truly want.
We call them both marketing, but they couldn’t be more different.
The selfish marketer is marketing at us, trading money for attention to sell average (or below average) products to disinterested people. The excuse is that money needs to be made, or that the boss insists, or that we have no choice…
The successful marketer is marketing with us and for us. And she doesn’t need an excuse.