We’re constantly passing articles or internet finds around the office to try and keep everyone up to date on important industry information or interesting business theories. This week, Adam found a great article which discusses how marketing has shifted in the last 15 years from a “push” dynamic to the new practice of “pull” marketing.
“In today’s age, consumers are researchers, advocates, creators, promoters and marketers.”
So what is “push” marketing? Push is basically any form of media where the consumer is being “talked at.” A radio or TV commercial, billboard advertising, a newspaper ad, etc… It is when an advertisement is presented to the viewer without their consent.
The idea of “pull” marketing is opening a line of communication with the consumer. Giving them the option of interacting with your message or presenting them the option to accept it or decline it. This can prove more difficult as the information being presented needs to pique their interest and appeal to them specifically. Advertisers need to be inventive, funny and relevant to get the attention of their viewers.
That is not to say that the idea of push marketing will have no impact on a person’s buying decisions, but it is expected that they will not rely solely on that advertisement before making their decision. The advent of the internet allows people to research through many different avenues before making their choice to purchase.
“Marketing is more about choice and engagement, less than it is a distraction.”
Have a look at the article HERE. Let us know what you think in our comments. Is traditional media a thing of the past, or is there still value in it? Do companies have time to launch a social media campaign, to take the time to understand all the avenues possible which to do it in? Is the word “consumer” still relevant when they are the ones choosing what they want to intake?
