“Push” and “Pull” marketing are essentially two sides of the same coin that companies should use as core or guiding principles while planning their marketing strategy. The option to be selected depends primarily on the company’s short- and long-term goals. Push and pull marketing are used depending on whether companies want short-term conversions or long-term awareness.
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Pull marketing in simple terms means “pulling the customer to your brand” by using the traditional 4Ps of marketing – product, price, place, and promotion. Pull marketing creates a set of circumstances because of which a customer comes looking for the brand and eventually purchases it.
Pull marketing relies heavily on mass media, word-of-mouth referrals, and advertising to “promote the brand.” It is a long-term strategy focused on building a deep and enduring consumer–manufacturer relationship.
The main objectives of pull marketing are to create brand awareness, build brand loyalty, and develop customer interest in the products or services that are being promoted. It is not necessarily aimed at specific consumer groups.
There are multiple ways by which a company can use pull marketing to achieve its long-term goals. Some important examples of pull marketing include:
Source: https://outgrow.co/blog/push-vs-pull-marketing
Push marketing is a tactic of presenting (or pushing) a brand to a specific customer set. Push marketing is also known as “direct marketing” and can be used for a short-term goal. Think sales promotion or a free product offer!
Push marketing uses social media, direct marketing tools, such as emails and SMS messages, and other “personalised” marketing channels to “push” their brands in front of the customers.
Push marketing can also be used by companies that have just entered the industry or want to create awareness within a specific target audience.
Push marketing helps companies present their brands directly to the customer. The most popular forms of push marketing include:
Source: https://outgrow.co/blog/push-vs-pull-marketing
The approach – Push or Pull – is best determined by deciding how you want to approach your customer!
Push marketing is a more “hard-sell” approach and can result in faster sales. It, however, may not help in developing long-term, sustainable, and deep relationships with customers. It is also not helpful in building brand loyalty because it depends on an “immediate offer customer conversion,” which may not happen again without a special deal.
Pull marketing, on the other hand, is best suited for building brand loyalty and strong customer relationships. This strategy actually “creates a brand” and builds a dedicated user base (customers) over time. However, pull marketing is a lengthy process and cannot be measured in immediate conversions or sales. It also requires careful study of potential customers and a lot of planning to ensure that the brand is targeting the right customers.
There are only a few differences between push and pull marketing, but they are nevertheless important for a company to bear in mind when deciding how to approach customers.
Both push and pull marketing can be used by a company at different times and stages of its brand marketing cycle. Customers have to be “pushed” to create a demand for the company’s product/s. Once they have initiated a search for information that could lead them to your brand, they need to be “pulled” in to fill that demand.
We can present the following scenarios for each type:
Yes, of course! Both push and pull marketing strategies can be used together by companies at a growth phase when they have to gain customers and brand loyalty and also generate cash through immediate sales.
Push and Pull strategies can also work together if the brand is high-end or expensive, and the company needs the outcomes of both strategies to be successful.
Marketing before the digital revolution and the growth of the internet and digital media relied almost totally on push marketing. There was little search for information, and it was assumed that customers were aware of the brand and would be convinced to buy it with a bit of “push” by hard-sell and highly visible advertising.
Today online resources have helped customers get more information, and they are convinced more by a brand’s credibility than by its glitzy advertising. The more information customers have, the better is their decision-making power. Pull marketing has helped companies ride this trend to create a more long-term relationship with their customers and build a loyal and more profitable customer base.
In the current digital trend, Pull marketing can be called “outbound marketing,” while Push marketing can be called “inbound marketing.”
Push and Pull marketing can work together in a blended strategy that maximises revenues for a company.
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