Pull versus push
Push out your message and those interested will respond. Put your message out there, and those attracted to it will respond. What’s the difference?
Push marketing generally involves mass media. It’s a Hail Mary approach. It doesn’t aim only at people who want your product—it aims at everyone. It’s perfect for bread or detergent, because everyone uses them all the time.
Ever seen a mattress commercial? It costs hundreds of thousands of dollars to push this message out to one and all, even though you only need a new mattress once every…what? Ten years? As you can imagine, the returns are in the single digits. But marketers are getting smarter. Here’s one.
Pull marketing doesn’t involve mass media, and it generally targets, or at least appeals to, only those who care about what you’re selling right now. Sometimes placement is free, too. Posting on Twitter costs nothing. Neither does publishing a blog entry or a creating landing page that speaks to the merits of your product.
The important thing to remember is that information access is easy these days. Search is ubiquitous. When’s the last time you made a major purchase based on the strength of a commercial alone? What did you do for confirmation? That’s right, you checked it out on the Internet. And it’s more than likely that you got connected to someone’s pull after hearing the big push.