There are a lot of marketing channels you can explore. Which one will fit your strategy best?
Hi everyone, my name is Ximena, and today I will be talking about push and pull marketing, and how knowing the difference can help you shape your overall marketing strategy.
There is no secret push and pull formula, but knowing the difference can help you determine how they interact together and let you know if you need a little bit more pushing or a little bit more pulling in your strategy.
Push marketing is interruptive. When businesses use push marketing, they try to get a message across potential customers without them knowing if they have a desire or a need for it.
A good example of push marketing could be a video ad that prevents you from watching that “Charlie bit my finger” clip on YouTube. Then think, “Is this the best way to reach my set of current or potential customers?”
Now, by any means am I trying to say that push marketing is negative because of its interruptive nature. However, you do need a little bit more resources, because it can include efforts like TV or print, which are more expensive, and will not necessarily produce long-term effects.
On the other hand, pull marketing may appear as a response whenever your customers are looking for your product or service. So in other words, the purpose of pull marketing is to foster the demand for what you have to offer.
A great example of pull marketing is optimizing your website for search engines through SEO, which will ease the process of potential customers to find you when looking for your product.
Running a search campaign through AdWords or Bing is also a pull strategy that can bring qualified traffic to your site.
Pull marketing is usually easier to track and very cost-effective. For instance, you could set up a PPC campaign, set a monthly budget, and not have to spend one more penny than that. Truth is, when it comes to marketing, you are always doing a little bit of pushing or a little bit of pulling.
So, is running a PPC campaign that targets your niche audience the best way to go? Or is running a Yellow Pages ad your solution? You can be the judge of that now that you know the difference between push and pull marketing.