To interrupt or to entice . . . that is the question? Push vs. Pull marketing
9 INCH AXIOM – Pull Marketing
‘It is important to understand the difference between push and pull marketing. Doing both effectively has the net effect of 1 + 1 = 3.’
What’s the difference between push and pull marketing?
Simply defined – push marketing is the practice of using traditional media in an attempt to engage potential consumers. It usually consists of broad based one way appeals that interrupt with the desire of creating awareness, interest and ultimately demand.
Pull marketing is the exact opposite. It is the practice of using non traditional and social media to attempt to entice already interested consumers. It usually consists of creating valuable content for a defined audience which leads to the interested consumer seeking out next steps.
Let’s look at the nuances and some examples:
Bottom Line: We live in a ‘low trust’ world where the interruption model is crumbling. Traditional media is under siege. As a marketer you need to engage the RIGHT3 . . . the right people, in the right place, at the right time. PUSH marketing fails each element. Pull marketing answers the bell on all 3:
It allows the right people to find you
They find you on their own terms and right place
The time is right because they have a genuine need
Does it make sense to abandon push marketing? Absolutely not. However it’s critical for both tactics to work together. Executing both correctly will give you the net effect of 1 + 1 = 3.
Today’s Lagniappe (a little something extra) – A couple of blogpost reco’s:
Are you pulling prospects in or just pushing your information out? Here is a great article the importance of using a combination of pull and push marketing using the analogy of rowing. Charlie Cook advocates using a pull then push strategy.
Another superb article by Dana VanDen Heuvel on Push vs. Pull Marketing. Dana gives some great examples of pull marketing and how it can be used by both large and small business.
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The goal of marketing is to capture the mind and ultimately conquer the heart of your target audience.
The aim of 9 INCH MARKETING is to examine that journey. We'll explore 'how to' bridge the gap between traditional and social media by taking a sensory approach to integrated marketing.
It is a favourite Far Side of mine too, but the artist is Gary Larson.
Thanks Ross. I made the change. Hope all is well down in OZ. Hard to believe UCQ was 20 years ago. YIKES.
I was just listening to a podcast called ‘Marketing over Coffee’ with Chris Penn and John Wall. They were discussing outbound vs. inbound marketing. That’s a pretty easy way of distinguishing between PUSH and PULL.
Great example of push marketing are those Brad Benson Hyundai ads on WFAN. Very effective; makes me want to drive down there every time and that’s saying something since most radio ads are garbage.
Rob – I totally agree on those Brad Benson Hyundai spots. They are very clever. You’ve just inspired a future blogpost.