Source: Image of rectangle, arrow, email icon, phone, man on laptop and phone, email envelope, images by Video Scribe, License held by Jeff Carroll.
Hi, I'm Jeff. And in this lesson, we'll learn how to distinguish between push and pull marketing and how to know when an organization should use one or the other. So let's get started.
First, we'll discuss push marketing. This is when using anticipated demand an organization pushes information about itself or its product to the potential consumer. An email or a phone call to a customer is push marketing, because information is being pushed out or if you mail a coupon to a customer.
Some other examples of push marketing are trade shows, direct selling, packaging design. Since you are anticipating the demand for the product and point of purchase displays, such as soda machines. And there are examples using technology as well, such as interruption marketing.
Email sent to large mailing lists are an example of interruption marketing. They are pushing information out to the customer. On the other hand, pull marketing is when using actual numbers about demand.
The organization develops methods to bring the market to them. If a customer contacts an organization, that is pull marketing. Or if they email with a question or request, that is a pull.
Some traditional examples of pull marketing are customer contacts from advertising, referrals from other customers, and sales promotions. Some examples using technology are the use of banner ads, such as those you see on the edges of websites or sponsoring shows on popular television networks, but which type of marketing should a company use? Individual marketing goals should be considered when determining whether to use push or pull marketing. And a successful marketing strategy will likely make use of both methods.
For a new business though, push marketing might be the better choice since a customer base hasn't been established yet. Push marketing will be necessary until the brand awareness is greater and the company begins to receive word of mouth referrals. A new business will also need to persuade outlets to purchase and stock their products. And some type of push marketing can be used to do this also.
Established companies or those with products, which can be easily understood, are good candidates for pull marketing, since the customer will trust the company or be able to make the choice about the product without company intervention. And if a company designs a product around a customer's needs or wants and has a well-balanced and considered marketing mix, then both push marketing and pull marketing should be effective, which brings us to the four C's of content marketing using technology, which is part of the modern marketing effort. The four C's are consumption. How are consumers using your marketing information?
Curation. How is the business managing the marketing information? Creation. What information needs to be created to market the product? And collaboration. Is your information easily sharable via social networks?
Reaching the collaboration stage with your customers is the goal of any marketing content through technology. It's at this stage that a business can leverage its customers as salespeople for their products. So it's critical that marketing information be enjoyable and easy to share with friends.
All right, nicely done. In this lesson, we learned about push marketing and pull marketing. We discussed when companies can use push or pull. And we talked about the four C's of content marketing. Thanks for your time, and have a great day.
