Push Marketing: What Is It?
Push marketing, also known as interruption marketing and outbound marketing, is a marketing concept focused on creating or influencing a need in the consumer.
Examples of Push Marketing
- Traditional marketing: You push your message out through relevant traditional media such as newspapers, daily papers, on buses, taxis, etc.
- Social media marketing: You advertise to your target audience on relevant social media platforms such as Facebook, Instagram, LinkedIn, YouTube, etc.
- Display Advertising: Your message on banner ads on relevant websites.
Push marketing is essentially the hundreds of ads we see every day on our phones, on the internet, on social media, in the street, etc. — in other words, all marketing we have not "asked for" ourselves, but which is "pushed" on us by companies with the aim of awakening or influencing a need in us and thereby making us want to buy.
What Is a Push Marketing Strategy?
A push marketing strategy is a strategy for how a company pushes its message out. For example, in connection with the launch of a new product, a brand new company, or something else where the need does not yet exist among customers and you need to create it. The push strategy is the plan for how, to whom, and where you should "push" your message.
The key here is to reach the right people — your target audience — with the right message on the right channel.
Pull Marketing: What Is It?
Pull marketing is the opposite of push marketing, where a company attempts to "pull" customers towards itself. This is done by making yourself available where your target audience is looking for your product, or by making your company, product, service, or relevant content valuable to your target audience.
Examples of Pull Marketing
- Content Marketing: Valuable content that draws your target audience to you.
- Search Engine Optimisation: You are present in the organic search results where your customers are looking to have their needs met: on the search engines.
- Search Engine Advertising: You are present through paid ads where your potential customers are searching for your service/product.
- Word-of-mouth marketing: Your customers hear about you through, for example, friends, networks, or family and therefore choose to contact you.
In other words, pull marketing is when you come to the company — not the other way around. For example, you may search for a specific product on a search engine and find a provider, you may have heard about a company through word-of-mouth and reach out, or you follow their blog, profile, or similar due to their valuable content (content marketing).
What Is a Pull Marketing Strategy?
A pull marketing strategy is a strategy for how you attract potential customers to you. The art here is to attract the right people who can be converted into paying customers.
A pull strategy will therefore often include:
- What content and messages are needed.
- How it should be marketed.
- How you strengthen your brand.
- How you ensure you are present where your customers are looking for you.
Push Marketing VS Pull Marketing: Differences and Similarities
Push marketing differs from pull marketing in that you attempt to push your message out and create demand among your target audience through advertising, whereas with pull marketing you do the opposite — drawing customers to you, for example through valuable content, positive word-of-mouth, etc.
As a company, however, you will rarely avoid having to use both forms of marketing — either in parallel and/or at different stages of your business and its marketing.
The two forms of marketing work best in synergy. After all, how will your customers search for your product if they don't know they have a need, and how will you strengthen your brand without using paid advertising?
It is about planning your marketing based on the customer journey. That means defining specific messages, channels, and initiatives for each phase of the customer journey. This way you ensure synergy across your efforts and maximum output — being as relevant as possible, at the right time, for the right people, with the right message.
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