What makes push marketing different from pull marketing?
Push marketing is in direct opposition to pull marketing. It is considered an offensive form of advertising where brands and manufacturers “push” a product or service onto a customer. These methods include traditional advertising, like television ads, radio ads, and billboards, as well as paid advertisements online.
However, it also includes more nuanced techniques as well. Eye-catching product packaging can encourage someone who is shopping to purchase something they didn’t plan on buying just like beautiful window displays may encourage consumers to step foot into a store they would otherwise walk past. Cross-marketing techniques, on the other hand, can encourage customers to purchase a related product in addition to the product they were originally planning on purchasing.
In contrast, pull marketing is designed to “pull” customers in. It relies on customers already having shown interest in a product or service so marketing techniques can cater to their pain points. Many pull marketing techniques rely on the internet through the use of search engines, blog content, and by encouraging existing customers to leave positive reviews online. While push marketing relies on creating instant demand for a product, pull marketing is designed to work over time by building a relationship with potential customers.