Intent Marketing vs. Interruption Marketing: What’s the Difference and Which Should Your Brand Use?

Today, how you reach your customers is just as important as what you're selling. That’s why understanding the difference between intent marketing and interruption marketing is is important, especially for eCommerce brands looking to grow efficiently.

Let’s break it down.

What is Intent Marketing?
Intent marketing is about showing up when a customer is actively looking for what you offer.

It’s driven by demand that already exists. You’re not trying to convince someone they need something, they already know. You just have to be the best option.

Examples:

SEO (ranking for “best natural deodorant for sensitive skin”)
Google Shopping ads
Comparison/review sites
Retargeting campaigns (cart abandoners or repeat site visitors)
Amazon ads targeting specific product searches
Why it works:
You’re speaking to someone who’s ready to make a purchase. That makes it high-converting and efficient especially if you show up with the right message at the right time.

What is Interruption Marketing?
Interruption marketing means grabbing someone’s attention before they’ve realized they need your product. It interrupts what they’re doing, i.e. scrolling on Instagram, watching a video, or reading the news, with a message you hope will resonate.

Examples:

Paid social (Facebook, Instagram, TikTok ads)
YouTube pre-roll ads
Display/banner ads
Influencer campaigns
Traditional media (TV, radio, billboards)
Why it works:
You can build awareness, shape perception, and create demand including for products people don’t know they need yet. This is powerful for brand building, product launches, and impulse-driven categories.

So… Which One Should Your Brand Choose?

The short answer: it depends.

Here’s a breakdown based on your brand’s context:

You should focus on intent marketing if:

You’re selling a product people already search for (skincare, supplements, furniture, etc.)
You need efficient, measurable ROI
You have strong product-market fit and want to scale profitably
You’re working with a lean budget and need to prioritize conversion
Best for:
Established categories, niche DTC brands, B2B eCommerce, subscription services with clear value

You should invest in interruption marketing if:

You’re launching a new product or brand and need awareness
You’re in a low-intent category (like apparel, novelty, or gifting)
Your product solves a problem people don’t know they have
You want to build emotional connection and long-term brand equity
Best for:
New brands, CPG, lifestyle products, impulse buys, or “share-worthy” experiencesThe

Best Strategy? Combine Both.

Smart brands blend both strategies at different stages of the funnel.

Intent marketing captures demand
Interruption marketing creates it
Use interruption to get in front of new audiences, then use intent to close the deal when they start searching or come back to your site.

If you’re early stage, start with intent to get profitable first. As you grow, use interruption marketing to widen the top of your funnel and build long-term brand value.

Final Thought
Understanding the difference between interrupting and aligning with your customer’s mindset is a game changer.

One strategy meets them when they’re ready. The other invites them into a story they didn’t know they needed.

You don’t have to choose one or the other forever, but knowing which to use, when, and why is what separates efficient brands from expensive experiments.

Want help figuring out which strategy your eCommerce brand should lean into right now? I’d be happy to chat.