What is push marketing?
Push marketing is a strategy focused on “pushing” a message towards a target audience in order to create demand for the products and services being offered. The purpose of a push strategy is to drive action from a passive state by increasing awareness of the company and building “top of mind” among desired customers. This is a smart strategy to choose if you are new to the market or need to strengthen awareness of your brand. It is also a commonly used method in connection with larger campaigns and sales events such as Black Week.
Push marketing is often carried out through ads, video, or blog posts, and distributed via digital channels such as Facebook, Instagram, TikTok, YouTube, LinkedIn, etc.
What is pull marketing?
Pull marketing is also about influencing desired behavior, but it focuses more on addressing the needs of your target audience. It’s about customers who are already in a buying process, meaning being visible to those who are actively looking for products or services in your category. The pull strategy speaks to an existing demand – the need is already there. The key is to be relevant enough with your messaging, and above all, to appear at the right time and in the right place. Pull marketing is an effective and responsive strategy because the target audience is in an active phase and receptive to your message.
Examples of pull marketing include digital channels such as organic search and SEO, paid visibility, as well as optimized and valuable content on your own website.
Push and pull marketing – better alone or together?
Both push and pull marketing are strategies with their own strengths and weaknesses. On one hand, the push strategy can come across as intrusive and “salesy”, but it also delivers quick results by building awareness and visibility. The pull strategy, on the other hand, can be time-consuming, but has a greater chance of hitting the mark when it comes to reaching the most interested consumers. So, which should you choose?
The answer is both; push and pull marketing complement each other! A good balance between, for example, social media advertising and SEO is an effective strategy where, instead of excluding one, you leverage both and increase overall profitability. How they should be allocated depends entirely on your company’s goals and current position. Our experts will help you find a strong combination of these strategies.
Want to learn more about the difference between push and pull?Read the inbound marketing guide here:
