Analyzing the purchase paths consumers take is a complicated endeavor. People interact with businesses through various channels and are affected by multiple factors in deciding what they want to buy. Push and pull marketing describe a set of strategies otherwise referred to as inbound and outbound marketing. In this piece, we will discuss push vs. pull marketing examples and try to make sense of the merit of different methods and how to maximize the marketing impact by using them right.
As the name suggests, in this strategy marketer pushes the product. Push marketing is used when a product needs to be presented to a specific user group. Raising awareness amongst the identified target audience requires push marketing techniques.
When a business faces uninterested consumers or a crowded market it uses push marketing to propose the product’s benefits and differentiate itself from the competitors.
When you are listening to a song on the radio and an advertisement intervenes to promote a new blender that is push marketing. Another example would be receiving an email about the unveiling of a new smartphone.
As you can see, the marketer is trying to reach you and actively promote a product you had no idea existed.
In push marketing, we should focus on people’s desires and choose the right channel to reach them.
Some push marketing examples would be:
- TV advertising
- Sending Emails
As the name suggests, in this strategy marketer pulls the customers. When there is no specific target audience or we want to find new customers, we utilize pull marketing techniques. An existing brand uses pull marketing to increase awareness about the brand.
When customers have an idea of what they are looking for and are actively searching for it, or if the nature of the product requires users to spend a lot of time researching before a purchase, it is best to use pull marketing techniques.
Remember when you were looking forward to buying a new smartphone and started googling for one best suited for your needs. A comprehensive article leads you to buy a certain model by describing how that phone would be the best for your needs. That was pull marketing.
For pull marketing to work, extensive knowledge of potential target audience’s needs is a must.
Some pull marketing examples would be:
- Search engine optimization of your business website
- Pay per click
Push vs. Pull Marketing Examples
We talked about how Push marketing pushes the product to the customer, whereas pull marketing pulls the customer to the product. Now we will propose three push vs. pull marketing examples every marketer might face and discuss whether it is best to approach it with either push or pull marketing strategies. Consider these businesses to be your own and think about how you would get the word out. After reading each example, take some time examining your preferred set of actions and then read the answer.
Company X is a newcomer to the bottled water market. The bottled water is always on demand, but there are lots of other established brands competing on the market.
Push or Pull?
This product has nothing special to offer as a competitive advantage and bottled water is not something everyone would research before buying one. So I suppose pull marketing would not be the best set of actions.
There is no specific target group to focus our advertising on either, but do not let that fool you. Anyone could be a target audience for water.
A good rule of thumb suggests a push marketing strategy. Advertisements to raise brand awareness and social media campaigns to give credibility to the product could work here.
Company Y is a newcomer to website hosts and domains market. It has limited budgets for advertising and wants to decide between morning radio ads and content marketing.
Push or Pull?
Content marketing, over-simplified, is when you think about the needs of your potential target audience and try to create useful content to draw them to your website to ultimately make a purchase. It is considered as a pull marketing method. People tend to research hosts and domains and compare the services before choosing one.
When I hear a limited marketing budget, my mind automatically goes to pull marketing. Also, radio advertisements kind of gave the answer away!
Company Z is an established brand in home appliances. It has come up with innovative technology in their new washing machines that reduce textile tension and prolong clothes life up to double the regular machines.
Push or Pull?
Innovative new products call for push marketing but on the other hand, people tend to research before buying big home appliances. It is a head-scratcher, right?
As you might have guessed, a mixed push and pull marketing approach is the way to go. We need extensive technical articles as well as raising awareness for the product. Displaying the product in stores is as relevant as posting extensive reviews on YouTube.
Analyzing Push vs. Pull Marketing Examples – Which One is better?
By examining our push vs. pull marketing examples we can understand that they shine when applied right.
I want to state that there is no one answer to the complicated marketing problems of today. These push vs. pull marketing examples were only presented to get the creative juices flowing.
Essentially when you want to raise awareness about brand new products among specific user groups, push marketing makes more sense and when trying to attract new potential customers who are searching for a product, it is best to use pull marketing. Push and pull marketing go hand in hand and innovative mixed strategies can result in wonderfully extensive success.