To push or to pull, that is the question

It is essential to understand the differences between a push strategy and a pull strategy, and which marketing tactics to use during each phase of the consumer purchase cycle.  This style of marketing analysis involves the transfer of content, and the nature of content that moves back and forth between your marketing team and the target audience.

A pull strategy involves tactics that engage your target audience to “come inside” and interact with your brand based on initial attributes that may be solutions to their needs.  Examples of pull tactics include case studies, white papers, and webinars.  These tactics help you prove the capabilities your target audience is searching for, typically when they are in the process of doing research and are highly engaged.  This demand creation content is essential to communicate before the audience can consider you a solution to their problem and ask about your product or service.

A push strategy involves tactics that actively increase the messaging being “transferred out” to the marketplace.  Examples of push tactics include newsletters, direct mailers, telemarketing, and email campaigns.  These tactics push content out to the audience whether the information was specifically requested at that time or not.  If delivered at the right phase of purchase cycle, push messaging can quickly drive your revenue and brand awareness.  However, since much of the content being transmitted in the digital realm is considered unwanted, make sure your audience is has opted-in to receiving your messaging to ensure delivery.

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Joby Semmler is a Butler MBA and marketing strategist based in Indianapolis.  For professional inquiries, please contact Joby at jsemmler@millerpierce.com.

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