Interruption Marketing 2.0 – How Engagement Can Be The New Dirty Word Of Marketing

IMB_HBOEntourage The renaissance of marketing over the last decade has generally left certain things behind. We no longer count on loud billboards or long print ads, for example, to tell our story in a way that people will actually read. TV, while still important, is now a smaller part of the marketing mix. The art of marketing as an interruption has been rejected by brands in all industries, as the new holy grail has become engagement.

Unfortunately, in our world of ever present devices, constant alerts and multiplatform experiences – real time engagement has become a new a form of interruption, keeping us from truly enjoying a moment.

At the Mashable Connect conference last week, a hot topic was the future of social TV. As executives for SyFy, Bravo, and ESPN shared their views on how to make their shows more immersive – Sabrina Calouri from HBO shared the interesting learning from her audience that their programming was a "lean back experience."

Her point was that sometimes to be completely immersed in an experience, we just need to sit back and experience it. Then you can build social engagement tools around the community that wants to relive and discuss that experience afterwards.

The most profound lessons here that far too few marketing teams understand is that sometimes the most engaging social media strategy can be to just shut up and let someone enjoy the show.

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