Last week, I learned the difference between push and pull marketing. From what I understand, both involve two parties: the marketer and the receiver/consumer. The main difference is that in push marketing, the marketer makes the effort in pushing the information he or she wants to get across, while in pull marketing, it is the consumer that makes the effort in pulling the information he or she requires.
Some examples of push (digital) marketing would be email updates from service providers, newsletters from websites you sign in to, text messages from hiring companies (or maybe your mobile network), ads on social media sites (and those fan pages that force you to click the Like button before getting to the actual content), etc.
Pull marketing, on the other hand, would be any website you visit to get the information you need, like blogs, company websites, and information and streaming media websites. You willingly go to these websites because you need their services; they don’t need you. LOLJK they need you, they just don’t have to promote themselves as much as others do.
The advantage of push marketing is that marketers get to personalize the content before they broadcast it, and when they do, they get to see the fruits of their efforts once statistics come back post-broadcast. The disadvantage would be the regulations they need to follow in making the content. Not to mention, they usually have to alter their content to fit their target market. And even despite these efforts, consumers still have the option to block the content being given to them.
Alternately, with pull marketing, there is no defined target market, so the scope is bigger. The down side of this is that marketers usually can not accurately track statistics, nor can they personalize their content (but then again, they don’t have to since it’s the consumers who come to them).
In my opinion, push marketing would have to be the most effective type, just because without it, there wouldn’t be any pull marketing to begin with. Because, really, you only get to have that pull once you’ve successfully pushed your product to the point that it’s practically a household name. For example, how did YouTube get to be as big as it is now, being the go-to site for searching music videos, songs, and entertainment in general? It didn’t just pop up into people’s brains
and become Koko Krunch, it had Google to back it up and advertise it until it became virtually impossible to live without.
Or how about in the case of fashion bloggers? There are SO MANY of them out there! Not all of them are famous, nor do most of them blatantly advertise their blogs, but you need only Google “fashion blog” and visit one of them and instantly be shown a myriad of links to other fashion blogs, (accidentally) giving less popular bloggers additional traffic.
Honestly, though, I think there’s a thin, thin line between these two. Ultimately, it comes down to how brilliant your product is and how much money you’re willing to spend to make sure that other people feel the same way as well. 🙂