Push marketing in a nutshell
Push marketing in the retail world stands for tactics that aim at bringing products to customers. This means a focus in enhancing the visibility of your offering so that consumers can decide to purchase it more easily.
Examples of Push Marketing
Rather you’re pushing it through them. This might imply a set of tactics which are interruptive in nature.
Things like a mass media campaign or an advertising campaign of social media or any other tactic that make the consumers see your brand while they’re doing something else.
Other examples of push campaigns where you get your message to consumers in an interruptive way are:
- direct selling
- face to face
- sales canvassing
- point of sales displays
- social media marketing
Pull marketing in a nutshell
Examples of Pull Marketing
In a way, pull marketing generate demand at a bottom-up level. Indeed, while in a push marketing strategy a brand interrupts a consumer by delivering a message independently from the consumer looking for it. Pull marketing shows the product or brand when consumers are seeking it.
With digitalization, the difference between push and pull has become less important. Indeed, what was defined rules in the past have become blurred now.
Nowadays with targeted ads or with organic campaigns via search engines, it’s possible to reach a large number of people that are actually seeking for a product or service.
Both push and pull strategies seek to generate demand.
In some cases, a push strategy might be hard to distinguish from a pull strategy. For instance, when Google closed the deal with AOL, in its early years, that meant a short-term boost and strong push strategy.
However, the association of the Google brand with AOL (at the time among the most recognized web companies) also created a brand recognition. This in a way is the B2B2C business model strategy in action.
This difference is harder in practice. Brand and conversion are tied in the real world. A more recognized brand might imply better conversion. Therefore, tapping into both push and pull is critical for any organization!
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