It is more important than ever to understand the differences in and relationships between “Push” and “Pull” marketing given continued advances in technologische, the corresponding proliferation of mediums, and the ever-shrinking global marketplace. I’ll also apologize in advance as I’m using this post as yet another opportunity to rant on the damage caused by those would be subject matter experts who are anything but…The only thing worse than no information is misinformation and the sad fact is that when it comes to the topic of marketing it is all too common to view misinformation, flawed bedrijf logic, analysis gaps, and a variety of other constructive misinterpretations being flaunted around in the media as gospel. As you might have guessed today’s blog post was inspired by misinformation I read in a trade magazine on the topic of “push” and “pull” marketing.
The article I referred to above was written by a professor at one of the country’s leading business schools and published in a marketing industry trade magazine. While he accurately defined push and pull marketing he completely omitted (actually denied) the importance of the relationships between the two marketing approaches. I point this out only to caution readers that just because someone claims expertise doesn’t mean that they actually possess it. There is a huge difference in being conversationally literate and being able to use the right “buzz” words and having deeply rooted subject matter expertise…Anyway, enough of the rant and onto the meat of the post…
Push marketing is the old-school approach of pushing marketing out to consumers via all manner of mediums and distribution channels for the purpose of creating interest in a product, service, event, brand, etc. Pull marketing is inversely driven by the recognition of a need, want, or desire on the part of the end-user and/or consumer who seeks out the marketer. So, you may be asking yourself what’s the big deal here? The big deal is one of recognition…it is the classic battle between the late adopter and the first-mover…The marketing-savvy organizations vs. those who just don’t get it.
Veel traditionele pushmarketingorganisaties zijn laat in het herkennen van de onvermijdelijke verschuiving naar pullmarketing en de race is begonnen voor deze marktlagers om competenties te ontwikkelen, budgetten te verschuiven, relaties op te bouwen en campagnes te integreren in een poging concurrerend te blijven. Consumenten zijn tegenwoordig veel beter geïnformeerd dan ooit tevoren. Ze hebben toegang tot meer informatie en zijn gewapend met de technologie waarmee ze gegevens kunnen aggregeren en synthetiseren om in zeer korte tijd geavanceerde beslissingen te nemen.
It really isn’t a question of either-or, but one of understanding the how and when of using the proper application and mix of the two approaches to building a truly integrated marketing approach.
De kwestie is niet radio, tv of print (Push) versus blogs, podcasts, forums, RSS of online sociale gemeenschappen (Pull), maar eerder hoe je de juiste boodschap voor de juiste media kunt creëren op een manier die synergie en interactie creëert tussen push- en pull-marketing. Het is niet yin versus yang, maar yin en yang en dus moet het ook een push en pull zijn, niet push versus pull.
Uiteindelijk praten we alleen maar over het inzicht dat de enige echte constante is wijziging. Markten evolueren en rijpen en dat vereist dat bedrijven die competitief willen blijven, veranderingen omarmen door middel van innovatie, kennismanagement, business intelligence en gepersonaliseerde relatiemarketing. De controle over de marketingboodschap verschuift van de marketeer naar de eindgebruiker consument controle (door gebruikers aangestuurde inhoud) groeit met een ongekende snelheid.
If your enterprise defines digital marketing as having e-commerce enabled corporate website you are already behind the curve…If your company is not racing to understand and integrate new media and social media channels into your marketing mix you are already losing customers whether you know it or not…
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