In marketing, there are two distinct promotional strategies that are commonly employed to direct products towards their intended consumer base. These strategies are referred to as the "Push" strategy and the "Pull" strategy.
The Push strategy involves promoting and convincing customers about a company's product at the time of purchase. The main objective is to actively push the product onto potential consumers, raising their awareness and encouraging them to make a purchase. Push marketing places greater emphasis on sales and achieving a rapid conversion. An example could be email marketing or direct mail. The use of a customer relationship management (CRM) software as a tool plays a crucial role in establishing and nurturing relationships with potential clients.
The Pull strategy operates under the principle of attracting customers to your business which involves actively reaching out to consumers. It’s about providing information to the customers. An example could be a link that leads to a landing page. Facebook Ads could be used as a tool by specifically targeting a chosen demographic in order to raise their level of awareness, thereby facilitating the achievement of desired campaign objectives. By employing this strategy, advertisers can tailor their advertisements according to specific demographics and ensure that they effectively reach out to a particular audience.
There is no definitive answer as to which strategy one should adopt. In recent times, marketers have been gravitating towards the organic element of pull marketing due to consumer reluctance towards traditional advertising methods. However, it is important to understand that both strategies are equally essential and will continue to hold value in the market.
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