Today’s technology has paved way to change, making companies reconsider all of their touch points to decipher which campaign strategy is best. We have seen eCommerce and social media outlets reach outlandish audiences vs traditional schemes. This has made us think about what we can do to better our positions, and for that matter, global positions. So we ask, push or pull?
Push vs. Pull
Push marketing is highly useful when you take your brand directly to your target audience. Effectively, you ‘push’ your service, product line, or launch in front of them while maintaining full control over the timings, frequency, style, and content of your communication. Your goal is to improve your enterprising and business development.
Push marketing includes ads, PPCs, posters, print ads, paid advertisements or unfortunately, everything your audience doesn’t really want to see and might overlook.
In contrast, pull marketing focuses highly on pulling customers to you using intelligent and relevant tactics. With pull tactics, the customer is in charge of the timings. They choose you when they are ready, when they are looking for solutions, when they have a need, it’s your job to be ready and there- thoughtfully delivered- and track record proven. It can be considered a form of sustainable enterprise development.
Pull is a much more passive and subtle approach traditionally, but also a much more well thought out and genuine as its relying on customers knowing of your brand and you building subliminal trust along the way for when they are ready. It can also be considered a creative form of brand identity management and a brilliant corporate identity development. The focus is more on building brand awareness and reputation while encouraging customers to interact with your brand through websites, blogs, social media and SEO.
In essence, Push Vs Pull is a very innovative method for identifying and establishing brand positioning.
Push marketing examples are more along the lines of paid social-media ad, or a sponsor campaign on instagram. These strategies that are similar to PPC (pay per click) or cost-per-thousand-impressions.
The most relevant form of pull marketing these days would be considered search engine optimization (SEO), creative social media content, word of mouth, collaborations, and customer reviews. These approaches are more genuine, authentic, and personal.
Push marketing and Pull marketing are at the core of the new and inclusive digital economy. In fact, it’s important to implement the best corporate strategy in strategic management and competitive strategies in management to succeed.
Push marketing was the go to method for getting conversions, tracking consumer behaviours, and delivering timely consistent marking. The issue is things have changed. People are no longer satisfied with just anything- consumer awareness has evolved and values and ethos are more important than ever. We are living in an ever changing economy and social responsibility is critical for people to begin to believe in brands, not just profit. People now spend time doing research, learning about competition and from there, they are more prone to act once they trust the brand. People believe in brands, they don’t buy them. That’s the difference.
Seeing the power of pull marketing doesn’t elude to the fact that push tactics are irrelevant It's about timing. Where are customers across the action channel.