Applying push/pull marketing to digital media?

Do you know the difference between push and pull digital marketing? Engaging customers through a connected digital marketing campaign which includes both push and pull marketing is your best solution.

Push Marketing
This is the traditional form of outbound marketing or advertising where you are pushing your product or message out into the world. Push marketing can be in the form of direct marketing, email marketing, trade shows or mass media. The push strategy is a one way style of marketing. You are promoting your product or service in a way that often doesn’t allow for feedback from your potential customers. Push marketing allows you to target your demographics and use your marketing dollars to promote your product to the people you know are interested in what you have to sell.

A push marketing campaign can be more expensive when it comes to upfront costs, so you really need to be sure that your marketing is going to reach the right people at the right time. Direct mail, telemarketing and other forms of push marketing have become outdated and less effective. People don’t want to be bothered by telemarketers. Those who are concerned about the environment and our use of paper don’t want to see a handful of flyers or brochures in their mailbox.

If you are going to engage in push marketing, make it more subtle and use email marketing as a tool. This works well if your email marketing is targeted to those who have given permission to receive drip marketing or other messaging from your organization by clicking a link or subscribing through your website.

Pull Marketing
This form of marketing is becoming increasingly popular. Pull marketing includes blogging, email marketing, social media, infographics and other forms of visual messaging and search engine optimization (SEO). A pull marketing campaign also includes public relations or other ways of reaching out to potential or already realized customers who you want to keep engaged.

While a pull marketing campaign can be less expensive to get started, you will incur costs in other ways. For example, if you are running a social media campaign, you’ll need to hire someone to manage your social media and respond to people who leave comments or ask questions. Social media gets people talking and that has a major impact on sales. You may have to hire someone to write blog posts or do other forms of pull marketing on an ongoing basis vs. a one time fee for someone who designs a brochure or other forms of popular push marketing.

Pull marketing also requires a greater investment in time, but it gives you more ability to entertain your customers and educate them about your company.

The best marketing efforts use a combination of both push and pull. Offering coupons or discounts is a form of push marketing that has put companies like Groupon on the map. Pull marketing has been highly successful, especially with the millennial generation.

Probably the best example of the power of pull marketing is the music industry. In the past, record companies spent mega dollars promoting an album release and working towards sales of that album. Today, people purchase their music online. They may pick and choose what songs they want to download from an album. YouTube videos and social media draw in the customers. The music industry was severely impacted by the move to digital downloads and the cost of illegal downloads of music. Music companies realized that in order to sell music, they had to market in the same way that their customers want to buy.

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