In today’s era of technology, there are good chances that most business owners are relying on digital marketing to advertise their products such as using Facebook ads, Google AdWords, Instagram ads, and suchlike. Within digital marketing, there are two types of strategies commonly used in the business: Push and Pull marketing.
What is push and pull marketing?
Push and pull techniques are marketing strategies widely used by giant businesses such as Alibaba and iPhone. As the name suggests, the core difference between these strategies lies in the term ‘push’ and ‘pull’.
With the push marketing, you are trying to push your product to the customers while the customers are not actively seeking for the products. You should find potential customers and promote what you are trying to sell. Meanwhile, pull marketing is the opposite of push marketing. With this strategy, the customers are actively seeking for the products but usually have little knowledge about the product they want to purchase. For instance, a customer finds an interesting ad on the internet, then he goes through the search engine to find the nearest store that sells the product. In the end, he visits the store and purchases the product.
After understanding the difference between push and pull marketing, now let’s talk about its advantages and disadvantages for your company.
- Wider audience reach
- Good to raise awareness of your product
- Fewer markdown (cost-effective)
- Ability to recognise customer’s profile
With push marketing, you can reach out wider audiences and sell your products as you create ads that every age group can see. This type of marketing can acknowledge your customers about the product and service you have. Imagine making a big billboard ads for your product so many people can get to know to what you offer and get interested. For instance, as a business owner you want to launch and introduce your newest product to potential customers so you decide to advertise through creating a billboard. By doing so, your product can be well-known to people so you can draw more people to buy your product. Besides, you can also save more time as you just need to set the billboard and wait for people to come to your store.
To hold such launching ad and event, you often have to spend a lot of money for the marketing purposes. Not to mention, there is a chance that there will be spam issues if you display your ads everywhere. This kind of issue can make your potential customer doubt about the product you sell.
This type of marketing is considered as ‘cost-effective’ because usually the customers already know the product they want to buy. Therefore, you don’t need to create big advertisement to promote your product. Also, the ability of recognising customer’s profile is better than push marketing as you can build better customer engagement. By targeting the advertisement to specific customer, you can sell your product more.
The only downside of this marketing is that you cannot reach broad customers because you already have the target market so your products might not be appealing for those outside the group.
Read also: 4 Strategies to Attract Potential Customers to Purchase Your Product