Most marketers, I hope, are familiar with traditional push-pull strategies. But, me being me, I don’t like to assume things–we all know what happens when you do that.
If you’re unfamiliar with push and pull marketing, here’s the gist of it:
- Push marketing aggressively seeks out the consumer, often incentivizing them with discounts and special offerings. This strategy touts, or pushes, these deals to customers so they’ll buy.
- Pull marketing generates brand awareness, essentially pulling the customer in because they want to learn more.
Not clear enough? Let’s look at some examples.
Traditional Push Example
Anything that urges you to strike while the iron is hot or claims to offer an unbeatable deal is typically a push strategy. Think “limited time hotel deals” and the “McDonald’s Dollar Menu.”
Traditional Pull Example
Unlike push strategies which tend to be rather blunt, pull strategies are much more subtle. They don’t simply use low prices to market their product. They aim to build brand awareness. Think Apple and Red Bull.
Apple rarely pushes their products onto their customers via special offers. Innovative advertising and word-of-mouth pulls customers in. Red Bull, which also uses innovative advertising, uses sponsorships–X Games, Formula 1, etc.– as well to rope people in.
While some companies lean heavily on the push and some heavily on the pull, most companies try to strike a balance between the two. After all, it’s tough to generate awareness without putting your name out there.
Okay, so we’ve talked a lot about traditional marketing. How does this tie into what you’re really here to learn about, online marketing?
A New Push-Pull Strategy for Online Marketing
Make no mistake about it–online marketing is still marketing. All the general principles still apply. And with Panda, Penguin, and any future cuddly updates, online marketers are being forced to get back to basics.
That being said, the Internet is a relatively new medium for marketers. With social networks popping up left and right, the people, the customers, are out there. We’re no longer marketing to “Internet users.” We’re marketing to people with faces, with online profiles full of information.
With those customers at our finger tips, it puts marketers in a unique position. They have the ability to push products (*cough* spamming *cough*) but they also have the ability to study their customers and develop ways to pull them in.
Websites and blogs are pull strategies. By fine-tuning them with on-site search engine optimization tactics, we’re improving that pull strategy. Your website and your blog are your brand and you need to build that. Even your company’s social media profiles, which may seem like push strategies on the surface, can in fact be pull strategies. If used properly, they build brand awareness.
That brings me to content marketing, currently the industry’s biggest buzzword. Companies are now their own publishers. They create what they believe to be useful content for their customers and publish it on the web. However, with customers so close to us on social media networks, it’s easy to push when we mean to be pulling–just think of all those “social profiles” who simply pump out articles and blogs without any real commentary.
In the end, you’re likely to see more long-term success through pull marketing online. Of course, like I said before, though, some push is needed to help you get off the ground. For example, an e-mail campaign, which can be effective if done correctly and sparingly, is a push strategy that I encourage you to employ. You can also push certain offers through your social media profiles as long as that’s not all you’re using it for.
Marketing certainly isn’t anything new. The Internet and how it’s used today is though. That means we need to adapt our traditional strategies for the web while maintaining a healthy balance between pushing and pulling.
Over the past several years, Google has slowly expanded their business beyond search and even Web-based technology. While the entire Google brand was initially built on the revolutionary search engine pioneered by Larry Page and Sergey Brin; the transition into email, social media and other areas has mostly proven to be a success for the company. Gmail, Google+ and subsidiary, YouTube, are amongst the most frequently visited and most profitable sites on the Internet. In addition to those entities, Google also developed the immensely popular Chrome browser and Android mobile OS. These and other innovations have helped Google maintain a large percentage of the market share in the Internet tech sector and made many of the company’s properties a target for Internet marketing companies and advertisers. However, some of the company’s newest endeavors have left even the most devout Google supporters concerned.
Until somewhat recently, autonomous cars and augmented reality glasses were considered by many to reside in the realm of science fiction, but Google is currently testing these technologies and plans to make both of them publicly available within the next few years. This apparent shift in priorities may seem unusual for Google, but it is actually a hallmark of the brand. When Page and Brin created the first iteration of the Google Search algorithm, it was a radical departure from every other search engine on the Web at the time. However, the fledgling company grew rapidly when its new approach to search proved to be a “game changer” within the industry.
Google’s other subsequent innovations have also contributed to the brand’s success. However, the company has traditionally been structured around emerging and proven Internet-based industries. There is no existing infrastructure to support self-driving automobiles or Google Glasses, which may be a concern for investors, businesses and marketers which have previously profited from the company’s offerings.
There is already much speculation surrounding the search giant’s plans for the future, but it is too early to tell if Google cars and glasses are going to be viable. It is impossible to predict the future, but history has taught us that the past can be an indicator of things to come. If that proves to be true, “Google watchers” should stay informed on all of the company’s works-in-progress. After all, it wouldn’t be Google’s first time conquering a new and potentially competitive industry.
Research conducted by the Interactive Advertising Bureau (IAB) at the beginning of 2011 states that video ad spending will increase 22% in 2011. The report states that this is due to the fact that video advertising provides marketers with more reach, consumers are more engaged, and it is easier to track the overall return on investment.
Announced this month, WebiMax has partnered with a nationally recognized video producer to bring Video Production Services to our product portfolio. If your company hasn’t been investing in video advertising, your company may be missing out on increased sales, leads, and client retention.
Our team of marketing experts, in congruence with our video production firm, will strategically design your video whether it is a new product demonstration and launch, television advertisement and commercial, viral marketing video, or any other form. With WebiMax, the limits are endless!
Creating your video advertisement is the first step, the second is making sure your video is reaching your consumers. Much like we’d build a company’s seo campaign, the team of experts at WebiMax can build a strategic video seo campaign to ensure that your video populates the top of search engines.
Better yet, have a new product you’re releasing to the market and want to create an advertisement, or product demo? We can help you do just that! Our producer firm can create any environment in our studio to be used in your product video.
See what makes WebiMax the #1 rated SEO firm in the United States by TopSeos.com.
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Search online for free SEO tools to help measure keyword density, link flow, on-site optimization, link building and many other SEO elements. Check some additional SEO resources at our last blog post
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