It’s the tug o’war of pushing your brand to consumers, and pulling them in.
Push marketing, or marketer-initiated communication, takes many forms and has many benefits. Three benefits of push marketing include:
1- Reaching a broad audience
2- Direct communication of brand message
3- Getting noticed, great for new companies trying to make a name
Pull marketing, or user-initiated communication, seems to be developing and increasing with technological and social media advancement. Three benefits of pull marketing include:
1- More calculated audiences which means potential more loyal customers
2- Less expensive communication channels
3- Increased interactivity compared to Pull marketing
Push and pull marketing can work together to create a synchronous marketing strategy. Push marketing is a great way to build a consumer base for your brand or product. Push marketing is valuable in directly communicating to potential consumers. Once you have established a reputation for yourself, it is easier to build on that reputation. This is where pull marketing comes in. Pull marketing, especially on Facebook, allows you to hone in on loyal customers, or those that are likely to be interested in your brand or product. Together, the two create a circle of communication and constant brand engagement. Push marketing feeds the cycle and pull marketing keeps it going.
Social media is killing websites by already having a pool of consumers that a brand is trying to reach. In this Convince and Convert article, the author made the analogy of Facebook having a cool party. He said, “[Facebook] already ha[s] access to all of your customers, so why wouldn’t you want to just ride their coattails? If there is a killer party with tons of people, a great band, and free booze it’s going to be tough to get a couple dozen people to leave to come over to your house to watch Jimmy Kimmel and eat microwave popcorn.”
Websites require constant work to keep people coming back to the brand, where as social media puts the brand in front of someone. It’s like giving someone an invitation to come try a new pizza place, or bringing someone a pizza from a new place and saying, “do you want to try it?”
According to Lab42, 50 percent of people find social media pages more useful than websites. This is due to the ease of use and simplified information. Social media pages do not allow for the amount of content that websites do, which makes them more desirable as sources of information. Social media brand pages are the CliffNotes version of a company website.
Ironically, this very benefit of social media sheds light on why websites do need to continue to exist. A social media page does not often give the option to search for nearest location, does not go into great deal on return policies, provide product comparisons, or other such information that users might want. However, a website can.
Websites may not be as trendy or easy to use as social media, just as leather bound books weren’t as trendy or easy to use in law school as the legal search software; but both need to exist to prevent an information gap.
Two companies that use push and pull marketing effectively are Back Country and Fabletics. Both companies actually reached me through pull marketing on Facebook. Each company popped up as one that a friend “liked” in my newsfeed with a sponsored ad, then as a banner ad after I checked them out. To me, that is the perfect example of a company that uses push and pull together effectively.
Backcountry uses chat windows, popups, and direct email, for its push marketing campaign; the company sponsors Facebook stories, blogs, uses banner ads, and uses social media in its pull marketing. I love that BackCountry is so interactive with its consumers through social media, and links products in their adventures back to their website.
Fabletics uses pop-ups, and direct email, for its push marketing campaign; the company sponsors Facebook stories, Google adwords, links to press on its website, uses banner ads, and uses social media in its pull marketing. I think the company does a great job of honing in on female consumers and bringing them to their social media page then back to their website to sign up for email offers, and thereby creating direct mail push marketing. It seems that their pull creates their push sometimes. Imagine that!