Interrupt marketing isn’t dead. It’s just receiving fewer marketing dollars, and the trend away from traditional media channels is picking up steam — and fast.
Marketers want to engage customers, and Nike — the one-time interrupt marketing monster in the sports world — is betting on social media and engagement marketing (where brands engage with the passions and values of their customers).
In an excellent New York Times article, the extent to which Nike’s channeling its marketing budget into engagement marketing becomes apparent: