Attraction vs Interrupt Marketing
Attraction vs Interrupt Marketing
My experience of seeking help from the major platforms is that Microsoft is the best, Google and Amazon patchy and Facebook a stone-cold, motherless last. Contemptuous and ignorant spring to mind.
Nonetheless, they remain popular among marketers because of their huge database of potential customers and the amount of data they have on each one. It's tempting to be able to target your ads to (supposedly, but I have my doubts from personal experience) exactly the audience that might be interested in them.
But there's another aspect.
Facebook is interrupt marketing.
You go onto Facebook for various reasons, but they mainly involve connecting with (sometimes far-flung) friends and family.
Specifically, you don't go there looking to buy something.
So when an ad pops up, it's an interruption to what you are doing.
So how many times have I clicked on an ad that's interrupting me?
I give you a clue.
It's a round figure.
Yep, that would be zero.
I'm sure I'm not the only one.
Google Ads, on the other hand, use attraction marketing.
You go onto Google searching for something, but basically information, often to solve a problem of the "How can I ..." variety.
And if a product that aims to solve that problem is presented to you, you are reasonably likely to click on it. The headline attracts you.
Whether or not you buy it depends on several factors, including the quality of the landing page.
But as far as marketing goes, the Google as has done its job. It's attracted a potential customer to a landing page on your site that's totally relevant to their active search.
And that's what I'd much rather spend money on.
What do you think?
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An interesting read as always Phil, I personally never use Facebook so, I am unaware of their marketing strategies, but who wants to be interrupted when doing something completely unrelated??
Admittedly, no other ad networks are ever spot on, but... at least they give us relevant info (most of the time) for things (solutions) which we have actually searched for before...
💥👍💥 This is so super right on, Phil.
Attraction marketing is the way to go. Everything else is an interruption.
I think it’s also a culture thing. The now generation says… “Don’t call me, don’t email me, don’t text me, don’t fax me, don’t mail me anything, and don’t come to my door. If I want something, I’ll come to you.”
Well put, Brad. FB marketing is akin to the vacuum cleaner salesmen who used to knock on doors unannounced.
Guess we'll see. I'd love to hear from a WA member who's achieved a positive ROI from FB advertising.
Phil… I “used to” get great results from Facebook Ads that I used to promote my local events.
Now… no longer.
I would love to discuss this more if you’re open to it. 😊
It's one of the reasons I watch mainly the national TV broadcaster here. No annoying commercials. As well as quality programming. No handful of emotional people dropped into the middle of a dangerous island with absolutely nothing to help them survive. Except a massive camera crew, of course!
Mine's pretty much limited to the evening news and the occasional rerun of The Big Bang Theory.
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Absolutely, but you can't train the masses - it's a case of "can't be bothered to read content" - these days.
We find this kind of thing with limousine enquiries, they don't read the website and are too lazy to check the images etc etc. Then ask about the cars and what they look like, quite frustrating when all is there on our website - landing page, images, rates - which not many include, gallery and upcoming events.
You can see them clearly here https://pristinelimousine.com.au/
There's a lot of brain fog around, unfortunately.
Sad but very true.