The Startup Ideas Podcast
The best businesses are built at the intersection of emerging technology, community, and real human needs.
Search Intent vs Interruption Marketing
Framework distinguishing between marketing to people actively searching for solutions versus interrupting people to create demand
Decision Rule
Use transactional messaging for search marketing, use storytelling and emotional hooks for interruption marketing
How It Works
Search users already have intent and need to see relevant solution, while social media users need to be shifted from their current mindset into buying consideration
Failure Modes
Using storytelling approach in search ads when users want direct answers
Being too transactional on social media where context and emotion matter
Not matching ad style to user mindset and platform expectations
Example Decision
“For Google Ads targeting 'email extractor', create direct landing page showing the tool; for Facebook ads, create story about marketer frustrated with manual email collection process”