Interruption Marketing in Malaysia [stocksmarketarticles]

Interruption Marketing in Malaysia [stocksmarketarticles]

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The problem with Mass Marketing is that with torrential information biding for the consumer's attention, marketers need to do something drastic to get the attention of their target audience - they need to interrupt our train of thought and bring our attention to their advertisement. But what is Interruption Marketing?

Television, Radio and many other types of conventional advertisements are considered to be within the ambit of Interruption Marketing because...well, they tend to intercept our usual train of thought to bring our attention to their ad. Commercial breaks disrupt your focus on a movie in an effort to sell you something.

In newspapers, advertisements are slotted in between articles or sometimes in the same article so that you 'can't quite miss it'. You are in a rush to get to work and someone stops you in order to sell you Maxis, Celcom, Digi or Streamyx broadband packages.

While having lunch, someone approaches your table to sell you pirated DVDs, key chains or a torch. Or when you are listening to Hitz.fm, or Mix FM and you get interrupted by a commercial. How about when you open up your email inbox and see SPAM messages?

All these are taking up much of your personal, valuable time or your company's time. Time is, as we all know this, is money.

There are many other examples of interruption marketing and they include:-

1. TV channels
2. Radio channels
3. Newspapers
4. Magazines
5. Brochures
6. Flyers
7. Leaflets
8. Business cards
9. Websites
10. Social Networking sites
11. Email SPAM (comes in the form of interruption marketing or permission marketing - that is a separate issue we will discuss later)

I have said that I will give you examples of local companies that fervently and shamelessly interrupt us when we are in the middle of something.

The Star Online

The Star Online or Offline make use of interruption marketing regularly but what is most annoying are the online ads that 'pops' out into our screen to a point that the ad almost covers the entire screen.

By visiting their website, my main intention is to read the news, instead, I am forced to read the advertisements too, giving us no other choice but to search for the 'close' button to click on.

Astro On Demand

All TV channels make use of Interruption Marketing method too but there is a really good reason why I have chosen to highlight Astro on Demand. Astro realized that one of their consumers' grouses is that they have to pay a fee every month and STILL endure the ads. Nobody likes to pay to do that, hence, the launch of Astro on Demand is near perfect.

Unlike other channels like Wah Lai Toi, there are commercial breaks on the 15th, 30th and 45th minute. But with Astro on Demand, you can watch it without being interrupted, as and when you want to, and watch it again and again if you wish. The Astro on Demand concept is suitable for today's consumer behavior which is Consumer in Control.

With a hurricane of launches of products and services in Malaysia each year, there is an increasing need for advertisers to 'shout in our faces' to get our attention. But as I have said in my previous newsletter, a normal human being has 8 waking hours, we do not have a lot of time to pay attention to all the advertising messages that is begging for our attention. The funny thing is that when advertisers derive little effect from their marketing strategies, they shout louder. The louder they shout, the less inclined the general consumers will be to pay attention.

So ask yourself a question, when the world is so full of advertising messages, what are the chances that your target market will pay attention to your ad?

Does Interruption Marketing work now? Well, to be fair, in some countries, it continues to work without glitches. But for Malaysia, my answer would be a 'no'.

The effectiveness of Interruption Marketing is on a decline but it still has a role to play in Malaysia and that is because in Malaysia, there is still a separation between the online and offline market. Interruption may work NOW, but not for long.

According to Internet World Statistics, Malaysia's population is 25,715,819 in 2009 and there are 16,902,600 internet users then. The penetration rate is 65.7% but bear in mind, the figure will increase.

To be fair, I will give a good example of one campaign that used Interruption Marketing which worked - the Kaspersky campaign.

When we drive along Kesas Highway, we see Jacky Chan's and Eugene Kaspersky's face endorsing Kaspersky. On Federal Highway, Jacky Chan is on Plaza Pantai. In Low Yat Plaza, there is Datuk Lee Chong Wei and Jacky Chan to remind us to get Kapersky. When we switch on our television, we see, once again, Jacky Chan. It was reported that Eugene Kaspersky invested BILLIONS of Ringgit to interrupt us and capture our attention every single day to a point that it is ingrained in our head.

And it worked. Don't believe me? Just head over to Low Yat Plaza and ask for internet security software. You will see that all other brands are there - except for the out-of-stock Kaspersky software.

So, the secret is this - if you want to make use of Interruption Marketing, make it a HUGE ONE! Throw in as much money, billions, into the campaign to make it effective. Otherwise, it is hard to compete with the barrage of information that we have to contend in within such limited waking hours.

Ask yourself another question, if you print only few thousand brochures and a few impression on banner ads, who will actually pay attention to?

The sad part about all of this is that the consumers are seriously getting tired of being interrupted which leads to immunity. They are almost immune to Interruption Marketing because they are busy, impatient and have less time. The result is...they ignore the advertisements that try to sell them products or services. They are, then, in control of which ad they see.

 

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