Advertising Strategies in the New Economy

By Michael Topham

Extending the idea of the "End of Interruption" that industry thought-leader Seth Godin has been expounding, Practical eCommerce's Armando Roggio published a great article on new tactics for online advertising.

If you're not familiar with the idea, it can be summarized by a few basic points:

1. Traditional advertising was built around interrupting the consumer - thrusting your message in their faces without their tacit approval.
2. People are growing immune to these interruptions.
3. New Media (generally the Internet-based media) doesn't work like ads do in (1).
4. People now have choice in what they see and how they see it.
5. Advertisers now need permission to interrupt... or they need to work their message into the media such that the consumer wants to see it.

That's nowhere near as eloquent as Godin puts it, but those are the basics.  Roggio assumes the End of Interruption and builds a case for new tactics for advertisers by splitting interruption-style ads from the two new kinds of ads:

I divide these useful and effective ads into two rough categories, (1) ads that consumers are looking for, and (2) ads that tell authentic stories.

And that's where the value is for retailers (who should also be advertisers if they're going to get any business).  Head on over to Practical eCommerce to read the whole article and get the tips you need to build a successful ad campaign in the new economy:
PeC Traffic Report: Advertising in the Post-Interruption World

Also, check out Seth Godin's blog for more articles about Permission Marketing.  (Like this one.)