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Marketing goes way beyond how you get your message in front of the audience, it also involves being intentional in your approach — and that makes it an art and science. When it comes to reaching out to your customers, you’ve got to consider ways of doing that — and that’s where the push and pull marketing comes into play. These are the promotional strategies you’d need to get your product or service offering in front of your target audience.
Just as the names imply, a push strategy involves putting your products (or services) in front of your target customers. The primary objective is to make the market aware of what you’re offering.
Pull strategy involves attracting customers — getting the customers to come to you. And the way you approach customers using these strategies differs. Both strategies are unique, and interchanging them is a recipe for disaster.
To get started, you’ve got to figure out what push marketing is.
Push marketing also called push promotional strategy where you take your product or services in front of the customer or consumer. With this strategy, the customers are made aware of the products or services and using various promotional activities, customers are introduced to the product or service offering.
Various marketing strategies like direct selling, television or radio ads, emails, or trade show promotions are used in push marketing. This way, an adequate impact is made in the mind of the customers, and that reduces the time between product discovery and purchase.
Here are some examples of push marketing.
Push marketing comes in various forms, and here are some push marketing techniques you should consider.
Pull marketing is a strategy that helps in generating demand or interest for your product or service offering. This way, you get to attract your customers, and they’d pretty much come to you by themselves. To build up customer demand in the marketplace, direct marketing has to be intensified — and customers get pulled to the product or service offering.
When it comes to pull marketing, the most common marketing channels include word of mouth, social networking, media coverage, blogging, strategic placement of the product, and more. Simply put, pull marketing involves methods used for the creation of consumer demand. And when the brand’s reliability, goodwill, reputation, and quality are solid, customers will be drawn to the brand.
Moving on, here are some examples of pull marketing.
Pull marketing requires lots of work, and you need to put in the effort to attract customers and make them desire your product or service offering. Here are some examples of pull marketing.
But what is the difference between a push and a pull? Well, here are some key differences you need to know.
Push marketing is good, but it’s more desirable to pull your customers to your product or service offering. By pulling them, you’d allow them to explore, evaluate, and decide on their preferred product. However, that’s not to say that push marketing is of no use. There are times when you’d need a healthy mix of the two to boost sales and increase customer loyalty.
Nowadays, customers do thorough research before engaging the seller. The research process could involve making online queries, asking for suggestions from their friends, or going through reviews or ratings. Marketers are saddled with the responsibility of making their target audience aware of their product or service offering.
Whether you’re new in the market, or you’ve got a new product or service offering, it’s your responsibility to make it known to the public — and that’s where push marketing comes in.
With push marketing, you get to establish immediate interaction with your audience. But if you’re still skeptical about the difference between the two marketing strategies, here are some things you need to know.
It’s your responsibility to create the demand for your product offering and grow your lead pipeline. And if you want to get the most out of your marketing, you’ve got to consider a healthy mix of both push and pull marketing.
Before choosing between push or pull marketing, you’ve got to consider the demand. Is there a demand for your product offering? Do you know the exact place you could reach your customers for some sales? If you’ve got answers to these questions, then you should consider the push marketing strategy.
On the flip side, are you certain the customer needs your product or service offering fulfills in the marketplace? Do your product fulfills a need that the customers are unaware of? If your answers to these questions are yes, then pull marketing is the best fit for you.
Push marketing is arguably the best shot for a brand that creates a specialized product or service offering. By directly targeting consumers who may be interested in your offer, you’d likely generate a level of engagement from them.
After all, your ads resonate with them, and it’s also specific to your target audience. However, if your primary goal is to create awareness, then push marketing will likely not be the best fit for you. That’s not to say that customers will not interact with your brand, which may likely convert to more sales.
Pull marketing is the best fit for businesses in the growth phase. Also, if you’ve got a new brand, you should consider using a pull strategy. With a pull strategy, you’re pretty sure of increasing brand awareness and boosting your business reputation in the marketplace.
Some marketers would opt for a healthy mix of the two — and that’s the best choice depending on your industry. People in the business-to-business (B2B) industry should opt for both strategies when necessary. This way, they get to boost their visibility, and that pretty much removes the limit of their market share.
If you’re in the B2B industry, you may consider boosting your brand awareness by using SEO pull marketing. Furthermore, you may consider directing traffic by using promotional mailers.
The primary purpose of the pull and push marketing strategy is to attract customers and ultimately help you grow more revenue in the long run. Speaking of attracting more customers, that’s why you should consider PPC campaigns. However, managing a PPC campaign is not an easy task, especially if you’re running multiple campaigns from a single account. To get the most out of your campaigns, you’ve got to consider tools like the PPC Signal tool.
With the PPC Signal tool, you get to pinpoint what’s going wrong with your campaign, and how you resolve any issue found during your campaign. This way, you’d most likely generate more results using fewer resources.
Let’s say you want to optimize conversions for the online business you’re managing, you can start by navigating through the dashboard and clicking on the conversion option. After that, an automated signal will be displayed on your screen — and that will pretty much show how your PPC campaign is going.
Next, click on the Explore icon to have a closer look at your signals.
After clicking on the Explore icon, you’d get a graphical representation of your data — and such graphics help you check how your campaign is going.
You can even put multiple metrics on this visualization to make your analysis stronger.
There is also an option of representing your data in a tabular form. This way, you get to compare the campaign metrics that are most likely affecting your campaign conversions.
You can also view the tabular view the analysis.
The signals showcased on your dashboard help you track your conversion performance, and how other campaign metrics affect your conversions. Insights generated from the campaign metrics will help you make more informed decisions in the long run. In the long run, you’d most likely generate more results using fewer resources. More results could mean recording more sales or achieving other business objectives.
When it comes to the marketing strategies, the sales channels could be Paid and organic social media like Instagram, Facebook, Twitter, or LinkedIn. Facebook in fact as a both push and pull marketing platform.
Apple switched from a pull strategy to a push strategy where major product categories were moved forward. The primary reason for the transition was because the company was having a hard time selling products like Mac and iPad.
Pull marketing seems to be more effective. Customers tend to gather more information about the product offering without using aggressive adverts pushed at them.
The primary objective of a push strategy is to get the product directly in front of the target customers. It could be in the form of point of sales displays or trade shows.
When it comes to the push vs. pull marketing debate, no strategy is better than the other. All you’ve got to do is figure out what works for you. If you’re looking to boost your brand awareness in the marketplace, then pull marketing is your best shot. Businesses that desire to make more sales using direct marketing should opt for push marketing. However, if you want to get the best result, you should consider a healthy mix of the two — and that’s why you’ve got to consider using both push and pull marketing.
A close look at top multinational companies reveals that these organizations have a functional marketing strategy, and they use both push and pull marketing strategies to attract more customers. Good implementation of the push strategy with a well-executed and designed pull strategy is a sure way of breaking into the market and growing customer demand.
Now you have a good grasp of the push and pull strategy, how would you use these two marketing strategies to enrich your marketing efforts?
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