What is a Push Strategy in Marketing? – The Ultimate Guide with FAQs & More
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When you determine the approach that your marketing strategy will take, push and pull marketing principles are what guide that approach.
Push and pull marketing strategies are designed to achieve different types of goals. Hence, your marketing strategy is informed by what goals you have for your brand.
In this post, we will discuss:
- What a push strategy in marketing is?
- How it differs from a pull strategy?
- How it works?
- When you should and shouldn’t use it
So without further ado, let’s get started.
What are Push and Pull Marketing Strategies?
Push and pull marketing strategies are the two core principles that inform the nature of your overall marketing strategy for your brand. Before you decide what strategy to have, you need to identify what your brand’s long-term and short-term goals are.
In layman’s terms, pull marketing strategies involve utilizing methods that generate intrigue within your target audience. These strategies enable you to create consumer interest and as a result, they are “pulled” towards your brand.
On the other hand, push marketing strategies involve methods that enable you to “push” your product or service in front of the customer. This could be in the forms of advertisements, limited offers, and more.
It involves you identifying who your target audience is and then taking measures to ensure your product is properly introduced to them.
Now that you have a brief understanding of what push and pull marketing strategies are, let’s look at them in further detail. It’s important for you to understand which type of strategy would work best based on the current goals you have for your brand.
What is a Push Marketing Strategy and When Should I Use it?
Push marketing can be described as a form of “promotional strategy” that involves the brand using methods to directly promote its product to its target audience.
Examples of these can be paid targeted ads, limited offers in email newsletters, etc.
Push marketing can be a great strategy for direct selling as well as to create consumer awareness for your brand. Not only do you promote your product but you also provide an easy and convenient way for the potential customer to buy it.
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Most successful business organizations and brands like to use push marketing strategies whenever they introduce a new product or launch their brand in a new direction. It’s typically the strategy to use whenever you’re trying something new as a brand.
Creating a digital marketing strategy may seem a daunting task. We have simplified it for you in our guide HERE.
For example, let’s assume that a brand that is known to develop high-quality keyboards comes out with a new top-of-the-line flagship product.
It’s another keyboard with the highest number of features that the brand has produced to this date.
Now, let’s assume that a customer goes to their website to buy an older keyboard model that they heard is very good and worth the price.
Once they go to the website, they’ll most likely be bombarded with a banner about the new keyboard model that the brand just launched.
There’s a high chance that it may have better features than the keyboard model that the customer was looking for. If the customer can afford the price of the new keyboard model, there’s a high chance they may be swayed by that ad present on the brand’s landing page.
This is a great example of how a brand can effectively utilize a push promotional strategy in order to create consumer awareness and drive sales.
As you can probably tell, push marketing strategies are great whenever you want to launch a new product or push your brand in a new, unexplored direction.
Push marketing strategies can also work great when you are dealing with customers that are interacting with your brand for the first time.
When you run paid ads that are aimed at certain demographics within your target audience on social media, that’s an example of push marketing.
You can have a shortened link to your brand’s landing page within the targeted ads so that your target customer has an easy time interacting with your brand if they wish to.
Make sure to use a link shortener so that your messaging does not seem messy and also so that mobile phone users have an easier time digesting your promotional content.
To shorten your link through Pixelfy, register an account for yourself and log in.
Step 1: You will be at the dashboard page after you log in and you can perform several actions here.
You have access to analytics and insights regarding links you may have shortened in the past.
You also have access to the fast shortener box that provides an easy and convenient way to shorten links.
Step 2: Copy the URL to your brand’s landing page and paste it into the fast shortener box. Once you paste it, you’ll be automatically redirected to the next page.
If you are not automatically redirected to the next page, click on the Shorten button to manually go to it.
Step 3: On the next page, you’ll receive the shortened URL to your brand’s landing page. You can copy this shortened URL and use it in all of the content related to your push promotional strategy.
What is a Pull Marketing Strategy and When Should I Use it?
When it comes to pull marketing techniques, they involve using methods to create intrigue among your target customers. This incentivizes them to check out your brand and the products and/or services you have to offer.
Examples of pull marketing efforts include mass media promotion, verbal referrals, and mass advertising.
Pull marketing strategies are more concerned with establishing long-term customer relationships to create brand loyalty. They stand to make the brand become more reputable and a more established entity within its particular niche.
Unlike a push marketing strategy, a pull marketing strategy hopes to invite customers to check out their products and services themselves. This creates a much stronger relationship between the brand and the consumer.
Pull marketing is often a lot more expensive and requires a much larger budget compared to push marketing. This is because you’ll need advertising on a massive scale to ensure you get a sizable amount of people genuinely interested in your brand.
On the other hand, push marketing involves a much more precise and targeted approach. You already know the demographic you want to target so you focus your efforts solely on them. Hence, it does not cost as much financially.
Hence, pull marketing focuses on establishing and nurturing long-term relationships between customers and the brand. It’s what should be utilized when you want to establish yourself as a prominent entity within your specific niche.
On the other hand, push marketing is more concerned with short-term goals and can be best utilized whenever your brand introduces a new product or service.
It’s great for product exposure and to create customer demand for a product that is still relatively new.
Which Strategy is Best for My Brand?
You will never succeed by utilizing just pull marketing or a push marketing strategy.
The best brands and companies out there are the ones that utilize a combination of the two by analyzing whatever they need most at that current moment.
For example, if your brand does not have any new products in the works or that it needs to introduce, then it should focus on creating and nurturing customer relationships.
In this case, the budget for pull marketing strategies should be increased.
On the other hand, if your brand just introduced a new product, then push marketing strategies would definitely be the way to go.
What Is a Push Strategy in Marketing? – Conclusion
So, that’s how push and pull marketing strategies work.
One isn’t better than the other. It’s all about identifying which one your brand needs at any given moment.
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