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All marketing endeavors fall into one of those two broad categories: push marketing or pull marketing.
And just like with the door to your favorite fro-yo place, if you are pulling when you should be pushing, you won’t get access to the goods inside.
That’s why it’s so important to understand the differences between the two and when to use each.
Push marketing is, as the name suggests, when you push your content right to the consumer. It’s also known as direct response marketing, or outbound marketing. Push marketing can apply to email offers, printed mailers, broadcast spots, point-of-sale displays, etc. -- anything that pushes specific advertising outward.
Push marketing is thoughtful marketing that targets a specific message to a particular audience.
It’s used to target new leads and new customers, reaching an audience who may not have heard of you yet. You should use it when you have something new to promote to consumers who may currently be unaware of your product but are looking to buy.
Push marketing can be done in a variety of ways across many marketing channels. For example:
Pull marketing, also known as inbound marketing, is the opposite of push marketing. It works by actively “pulling” prospects onto your site or drawing them to your product. Pull marketing uses brand awareness and visibility to pull leads to your site.
A pull strategy is increasingly going to be web-based, as you’re hoping to cast a wide net to pull in consumers who may have a need for your services. You’re convincing customers to seek out your product on their own rather than directly targeting them.
With pull marketing, you can pull customers to checking out your offering by using:
Push marketing is more focused on sales and getting to a quicker conversion.
You are going to the customers and asking them to raise their hands. Pull marketing, though, is an internal focus on your existing customers (and some new ones) to perfect and maximize awareness of your brand as a whole so leads start seeking you out.
Push marketing focuses on getting product information in front of a consumer (direct mail, email marketing, etc.), while pull marketing is all about awareness and making it easier for customers to find you.
Because of these differences in both concept and strategy, push marketing can be a mix of offline (for example, direct mail postcards) and online (an email offer), while pull marketing is mostly online (SEO blogs that link to landing pages).
With push marketing, you are telling the customer what you’re offering and what they should ask for. With pull marketing, you’re letting brand awareness encourage prospects to seek you out on their own. And, with varying strategies, there are many tools to help you achieve what you need.
There isn't a right answer for which strategy you should use.
Recently, marketers have been trending toward the organic aspect of pull marketing as consumers grow a little resistant to traditional advertising, but there will always be a need for both.
If you have a specialized product or service, push marketing may be your best bet. Directly targeting consumers who would be interested increases the likelihood of them interacting with the advertising since it’s relevant and specific enough for them to take action.
Because it’s so specific, though, don't use push marketing if your goal is merely engagement or awareness because your returns will be lower. However, you will most likely see more customers who do interact converting to sales.
If you have a new brand or your business is just starting to grow, pull marketing may be your best answer to increase brand awareness and boost your reputation. You can expect to see a higher level of engagement with pull marketing because it’s broader, but there are fewer conversions to sales.
Most marketers opt to use a combination of the two, and there are some industries where a mix works best. In business-to-business (B2B) marketing, for example, both push and pull strategies are necessary.
You want to make yourself visible and available without limiting your market.
When engaging B2B prospects at various stages of the buying cycle, you may sometimes need to ensure they are generally aware of you (using SEO-boosted pull marketing) and may also want to target a direct need they have (using promotional mailers) at just the right time.
Push marketing and pull marketing are two sides of the same coin. With push marketing, you send out targeted promotional material to consumers, and with pull marketing, you build a brand and let consumers come to you.
Both forms can be effective depending on your goal (conversions vs. awareness), and both play an important role in successful marketing campaigns.
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