Online Interruption Marketing and Why I Hate Toaster Strudel

I just finished up the audio version of Meatball Sundae by Seth Godin. Excellent listen. For some reason, this is the statement from Seth that resonated with me the most.

"The web is the single worst medium ever devised for interrupting people who don't want to be interrupted."

Amen brother!

Why do the best brands in the world continue to distract us? Do they not see what is going on...especially in an online environment?

Here is a quick example of why interruption marketing in an online environment is so detrimental to a brand. Over the weekend I was doing some stock research for our investment club. As usual, I was looking through the headlines of the stocks I am responsible for (Ameritrade and JAKKS Pacific, the toy company).

So, on my way to a news story on Forbes I get hit with this full-screen roadblock (a roadblock is an online ad that covers the entire screen, and usually disappears after 10 seconds or you can try skip past). Now, the roadblock has to be the ultimate in online interruption marketing. Why don't you just chain me to a post and make me read this over and over until I cry? I'm already going to Forbes...do I have to read that Forbes has the best political news?

As Dr. Phil would say, "Joe, how did this make you feel?" Can anyone say Huffington Post?

Okay, I finally get to the article and I'm on to more research.  Now I'm at Yahoo! Finance reading up on Ameritrade. All of a sudden, I get karate-chopped by a Pillsbury Toaster Strudel ad. Worst part...I can't read the headlines now because the Doughboy is in the way. As I move the mouse I can't get rid of him. Down doughboy, down!

This is like a bad dream.  And tell me, why the heck is there a toaster strudel ad on my Ameritrade headlines page? Do brokers like strudel? Do investor's of online brokerage companies treat themselves to the soft, chewy heaven that is the Toaster Strudel?

Shame on you Pillsbury, and shame on you Yahoo! for sucking Pillsbury into this. 

Dr. Phil..."Joe, what does this make you want to do?" Good question, Phil. It makes me want to go to Google News and then on a diet.

This is old marketing at its best. This is a mass marketing strategy placed into a setting that has no more room for mass marketing. Let's face it, Forbes and Yahoo! will continue to offer these ad placements as long as someone is willing to pay for them. It is up to marketers to stand up and decide that their customers deserve better.

Pillsbury can make the decision to stop distracting to get business. They can decide to be a part of the conversation, a part of the content.

It's only a matter of time before brands like Pillsbury "get" content marketing. Until then, I'm banning Toaster Strudel from the house.

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Comments

[Jonathan Kantor]

Maybe this is why Yahoo is about to layoff about a 1000 people?

Jonathan Kantor
The White Paper Pundit

[Stephanie Diamond]

Joe, you've captured the essence of what's wrong with interruption marketing— it makes you less productive and doesn't care about your interests—a double whammy!

Imagine standing at your favorite section in a bookstore eagerly perusing the shelves, while a staff person hands you books in which you have no interest. Not sure why corporations don't GET this! Keep up the good work.

[Stephanie Diamond]

Joe, you've captured the essence of what's wrong with interruption marketing— it makes you less productive and doesn't care about your interests—a double whammy!

Imagine standing at your favorite section in a bookstore eagerly perusing the shelves, while a staff person hands you books in which you have no interest. Not sure why corporations don't GET this! Keep up the good work.

[Joe Pulizzi, Junta42]

Thanks Stephanie...slowly but surely, smart companies are getting it. That's why they're smart, I guess.

[Mike]

It's incredibly ironic that you're complaining about unclosable ads when on this very page I had 2 mouseover ads for Snapshot popup that I couldn't close.

Thankfully I could move them out of the way but mouseover ads piss me off something chronic.

[Joe Pulizzi]

Hi Mike...I added the Snapshot function because some people like to see a mini-picture of the website without having to be directed to one. You are actually the first person that has said anything negative about it. Most people enjoy that feature from Snapshot. I'll have to consider taking that feature off if they do come across as ads and not a helpful service. Thanks for the feedback.
Joe