Push & Pull Marketing
4 C's of Social Technology
Consumption - Pop-up ads or word of mouth on social media (get consumer to consume your information) Curation - Customer can add website to favorites or save coupons or download/print information about business; involves customer collecting & saving data about business Creation - Involves creating a buzz (creating referrals or word of mouth about particular product on internet using social media) Collaboration - Highly desirable to get customers to this phase; think of them as being part of your virtual community; very hard to do
When a Company Should Use Push Marketing
New brands that aren't well established New lines within a brand that need additional promotion
When a Company Should Use Pull Marketing
Raise awareness about a product before it's available for purchase Used to generate positive feedback about a company
Pull Marketing
Using actual numbers about demand, the organization develops methods to bring the market to them Involves research & analysis to determine what the demand for a particular product is Ex: Traditional advertising, referrals, sales promotions, customer emails w/ a question, customer calls company Passive ways Ways to use technology with this, such as banner ads you see when you log onto a website; another type of technology pull marketing is when a product or service is on a major network
Push Marketing
Using anticipated demand, an organization pushes information about itself or its product to the potential consumer Ex: Calling customers about a product, sending emails concerning products or services, emailing product coupons, point of purchase displays, trade shows, direct selling, packaging design Also includes interruption marketing, which includes telemarketing; involves marketer interrupting you in something you're doing to tell you about a product or service; they're actively involved in pushing message to you This has pluses & minuses; it can be annoying, but it works
A successful marketing strategy will have
both push & pull