Understanding Push and Pull Marketing Strategy for Your Business

Understanding Push and Pull Marketing Strategy for Your Business

Marketing is often balancing act between two categories: push and pull marketing. And as with glass doors to your favourite restaurant, if you’re pushing when you should be pulling, you will never get the tasty treats inside.

In business, it’s vital to understand the differences between push and pull marketing strategies, and when to use either.

What is Push Marketing Strategy?

Also known as direct marketing, push marketing is a strategy where businesses “push” their products to a target audience. It is called push marketing because its goal is to figuratively push what you offer at consumers. Businesses use the push marketing strategy when they want to stand out in an already competitive market, and when they want to launch new products and services.

You might have seen push marketing at play at company showrooms. Retailers directly sell their products to consumers by setting up point-of-sale displays. The increased visibility is just one of the factors necessary to push marketing. Social media networks are also excellent channels to push marketing because they’ve been known to be great for brand awareness and launching new products.

Example of Push Strategy in Marketing

A common example of push marketing can be observed in the fragrance section of department stores. The fragrance brands offer sales incentives to the department stores selling their products for pushing their products to shoppers. You might have noticed how “pushy” some of the salespeople are -- and that’s exactly what push marketing is. The push marketing strategy works well for products that need more promotion. For many of the shoppers, being sprayed with the fragrance is their first encounter with the product. People generally don’t ask about the products that they haven’t heard before. By pushing the product to the consumer, you’re putting the brand (and in this case, the scent) into their heads.

Push marketing can also be seen in grocery shops. If certain products are on sale, grocery shops put up large, usually red signs right in front of people’s faces. People usually end up buying products they didn’t plan on buying.A

Push and pull marketing: the differences

Push Marketing as an Internet Marketing Strategy

If consumers don’t know about your brand, push marketing can create the awareness that your business needs.

More and more businesses are utilizing online advertising platforms to set their push marketing strategies in motion. They use social media advertising and paid search networks like Google Ads. By using push marketing strategies online, you can connect with consumers while they scroll through the Google search results page, watch a YouTube video, post on Facebook, or read the news.

Online push marketing is measurable, which means you can track your advertising campaign’s performance in real-time. This makes it more cost-efficient since it’s significantly more affordable than paying for a TV commercial or a space in the newspaper. You can cut costs by selecting the right target audience and setting a low cost-per-click (CPC) for your PPC campaigns. Create the best online push marketing strategy for your brand with Seek Social.

Benefits of Push Marketing Strategy

Push marketing “interrupts” customers

Since most customers usually don’t have the desire to learn more about products, businesses have to get their products directly in front of them. The push marketing strategy requires businesses to “interrupt” customers to bring awareness to what they offer.

But push marketing doesn’t always have to be too interruptive. There are many advertising networks that push products without being disturbing or annoying to potential customers. For instance, the coupon site Groupon utilizes push marketing efficiently by pushing discounts without being too forceful.

Push marketing brings awareness to lesser-known products

How will customers know about your product if you don’t tell them about it? If customers aren’t familiar with your brand, or simply aren’t seeking to learn about it because of the lack of need, push marketing can bring awareness to your brand.

Push marketing brings awareness to lesser-known products

What is Pull Marketing Strategy?

Pull marketing strategy is the complete opposite of push marketing. Its goal is to get consumers to come to you, hence, “pulling” them in. Pull marketing develops brand loyalty and attempts to keep customers coming back, unlike push marketing, which is more concerned with sales. The advertising strategy is typically used when the customers already know what they’re looking for, but they just need that last “pull” towards the solutions offered by your brand, as opposed to your competitors. Basically, you pull them towards your brand. You don’t want them going anywhere else.

Example of Pull Strategy in Marketing

The pull marketing strategy is used in the marketing of toys. After the company pushes the product to customers through advertisements, parents and children will want to purchase the toys. Eventually, the demand increases, since the business has established loyal customers, who can pull others into your brand by word-of-mouth, reviews, etc. Retailers will beg to sell the products in their stores, and the company has successfully pulled customers to them.

Earlier, we mentioned that in pull marketing, customers already know what they’re looking for. That’s the greatest difference between push vs. pull marketing. For instance, if someone was looking for a babysitter, they would search for babysitting services on Google. If that company’s pull marketing efforts are effective, that person would avail of their services and will continue to do so the next time they need a babysitter.

Pull Marketing as an Internet Marketing Strategy

Examples of a pull marketing strategy

By using the pull marketing strategy, you can pull consumers to check out what your business is offering by following these common marketing tactics:

  • Search Engine Optimization, or SEO, brings awareness to your products and services. You can pull customers to your website or app by using keywords and applying the best SEO practices. Focus on SEO to make your business discoverable on search engines through blogs, articles, reviews, etc. Check out Seek Social’s SEO services for brands.
  • Social media campaigns can give you access to a massive pool of potential customers. If you have a new fragrance line, you can buy ads to appear in the newsfeeds of people who have searched for fragrances. You aren’t shoving your product directly into their faces, but pulling them in once they “stumble upon” your ad.
  • Cross-promotion. Another great pull marketing strategy to apply online is partnering with related websites. For instance, if you’re selling kitchen supplies, you might want to partner with a cooking website. If you cross-promote your products with a respected website, it can build trust with your customers.
Pull marketing as an internet marketing strategy

Benefits of Pull Marketing Strategy

It’s more cost-efficient

Pull marketing’s focus is on targeting customers who are already interested in your business. It’s used mostly for reaching out to past customers. With digital marketing, businesses can market on online platforms like Google, Microsoft, and even social networking sites like Facebook. Businesses can make use of display marketing, shopping campaigns, and search to reconnect with previous customers. Since you already know who your product sells to, targeting specific audiences is now easy. It saves you a ton of cash since you don’t have to push the product out there, and hope someone takes interest in it.

Pull marketing lets you build customer loyalty

Since pull marketing concentrates its efforts on keeping customers, it’s the best strategy if you want to build customer loyalty. The consumer already knows what you sell -- if you keep satisfying their needs by creating new products and constantly improving on your services, they’ll stick with your brand. Remember: if a customer has a great experience with your company, they’ll tell their friends, which just builds a larger network of loyal customers.

Push and Pull Marketing Work Together

Push and pull marketing can work hand-in-hand. People need that push for a demand to be developed, and a pull to keep that demand alive. You need push marketing to make your brand known to people who haven’t heard of it. But for those who already know what they’re looking for, you just need to pull them in.

One good example of push and pull marketing working together is the latest Star Wars film. Its trailer starts with clips from the first Star Wars movie. This pulls in long-time fans while grabbing the attention of people who are unfamiliar with the Star Wars franchise.

Push vs. Pull Marketing: Which One is for Me?

Most companies benefit from using both push and pull marketing strategies. A start-up cannot rely on pull marketing to drive sales, as brand awareness will be close to nonexistent. Push marketing should be implemented in the initial stages to make the brand known among the public. The pull marketing strategy can then be applied to drive consumers to your brand. Through re-marketing efforts, past consumers will stay interested in your products or services, “pulling” them to the final conversion: to make a purchase.

Push and Pull Digital Marketing with Seek Social

Both push and pull marketing strategies have their advantages and disadvantages, but with a marketing campaign that successfully balances the two, you can reap the benefits of both. If you’re interested in using push vs. pull marketing strategies for your business, visit Seek Social to see our wide range of digital marketing services. We offer PPC, SEO, email marketing, branding and more to get your online engagement that results in profit.
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