E-marketing Strategy: The Rise and Meaning of Content Marketing
Interruption vs. Discovery
Traditional advertising employs the interruption mode of marketing. Interruption marketing is based on the idea that an advertisement must pull a person away from what it is he or she is currently doing in order to make a pitch—and that the most effective advertisements are the ones that can most successfully derail a person from his or her intended path. Television advertisements interrupt your favorite shows, radio advertisements bark at you between your favorite songs, newspapers strategically place ads for furniture amid your daily report on the state of the world, and magazines double their own weight by stuffing their pages full of pretty products on pretty people. Even Google's deceptively clean-looking search results pages are designed to pull you away from what you're looking for, and onto the web sites of the advertisers.