Pull or Push Marketing

Pull or Push Marketing

Pull or Push Marketing

'Pull Marketing' is a marketing term that denotes that a recipient of the marketing message has 'pulled' information to themselves.

In contrast 'Push Marketing' is where a sales message has been sent or otherwise reached the end audience with no requests or interaction from that viewer/reader.

In online marketing, particularly within the online marketing community, there is a grey area between the two. In fact, much of the advertising and marketing activity that is going on, is in this grey area.

Let's break this down some.

Push: Spam emails; Banner ads on social networks like ApSense; Sponsor ads in Ezines; you get the idea.The returns on 'Push' marketing are going to be pretty low. This kind of advertising is really only of use for creating brand awareness and/or perhaps worth doing for higher ticket items where only one or two coincidental actions from viewers are required to give a ROI.

Grey area (somewhere between the two): Pages in Traffic Exchanges; Safelist messages; PTC Ads; PPC AdsReally, anywhere that someone is choosing to view the advertisements but their reason for doing so is NOT to actually find the featured service/product, but normally to earn advertising credits for themselves. Again, returns are going to be slim here as well. If you are marketing something relevant to the activity and mindset of the viewer, this could work out but really only of use if offering something for free. Best used to offer information and the generation of leads through the provision of that information.

Pull: Opt-in ezines and email lists, any ads on relevant informative websites, niche websites, social networking - recommendations, directories and search engines (example LocalDisk internet marketing directory)

Here, either a relationship has been established where your prospect now actively asks you for information, or the user actively chooses to visit or search for a site that fulfills a particular need. Here there is no advertising beyond creating awareness of the list or website, in the case of an informational niche site or directory, for instance.

A good example of Pull marketing in use is LocalDisk.co.uk where the visitor is left to choose exactly what and when they require and are presented with concise, relevant information without sales hype.

In Pull marketing, once the initial 'brand awareness' costs are covered, the ROI is very high. With minimal cost, the recipients of the marketing messages are willing participants that have actually requested the information and are therefore much more likely to purchase.

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