Until a few years ago, most marketing relied on interrupting people. A newspaper ad interrupted you on the sports page. A radio spot delayed your favorite song or the latest news. A TV commercial put your favorite program on pause. Now that new media is threatening to sweep away the old, too much marketing still follows that antiquated model, putting its faith in banner ads and pop-up windows – all interruptions. But what if your marketing became the content and not the interruption? That’s the opportunity the new media (and even some old media) offer. The businesses who enjoy the greatest success will be the ones who figure out how to create content that drives sales.
