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The return of interruption marketing?

In spite of concerns over the value of traditional 'interruptive' marketing, the effects of modern technology on consumers have led to a valuable and more clearly defined role for this increasingly maligned model of communication.

While more and more commercial communication focuses upon establishing a collaborative and conversational relationship with an audience, the role of relevant interruption marketing is to capture consumer attention in a noisy and fast-paced world.

People's different states of attention can be mapped on an 'attention continuum'. When they are in a less focused state of attention, they are more likely to welcome appropriate interruptions.

We identified a group of people called Networkers, who present advertisers with a greater number of interruption opportunities; but converting them from 'interrupted' to 'engaged' is more challenging than for other consumers.

The golden rule: an interruption should be an icebreaker, not the sole form of communication; only interrupt an audience if it offers the opportunity of engaging them