Pull Marketing vs. Push Marketing

23 May 2020

Prior to the Coronavirus outbreak, we continued to see businesses favor traditional, expensive, and hard to measure marketing channels. For instance,  radio and print advertising.

The new normal after COVID-19 has forced many businesses to shift strategies and allocate all possible resources to targeting their audience online. 

In an effort to assist these newcomers, we’ve broken down some of the differences between push and pull marketing. An understanding that will facilitate what next steps your business should consider.

Push Marketing Interrupts Your Potential Customers

Push marketing is defined as a promotional strategy in which a business attempts to get their message in front of their potential customers. Usually, they do not have a desire or interest to buy the product or learn more about it This strategy requires a lot of reach and can be considered to be ‘interruptive.’ 

Examples of traditional push marketing are radio and TV advertising. These will interrupt your favorite Katy Perry song or the latest Fox Life TV show. A lot of times, marketers do a very good job at providing entertainment or informing the public. But, some, if not most, is fluff. 

There are many different push marketing channels that are not as interruptive as others. For instance, coupon sites, such as Groupon, are great examples of push marketing performed that don’t disturb.

That said, traditional push marketing can be very efficient when executed properly. For the majority of businesses with an average marketing budget, it simply will not be the most cost-efficient distribution of ad spend.

Push Marketing Excels in Raising Awareness for Lesser-Known Products

If many consumers don’t know your product, or if consumers simply aren’t actively looking for it because of lack of need, then push marketing can add value and awareness to your campaign. 

Online push marketing strategies include advertising in relevant industry websites and social media platforms. Nowadays, marketers can leverage Microsoft’s Partner Network and Google’s Display Network. Both will allow you to connect with users while they read the news, watch a video on YouTube or scroll through their Facebook feeds.

In addition to being measurable, online push marketing is much cheaper than a street banner or a TV commercial. You can reduce costs while being efficient through audience and location targeting. Furthermore, you can set a low CPC, or use target CPA within your display campaigns.

Pull Marketing Is Often Way More Cost-Efficient

On the other hand, pull marketing takes the opposite approach. Consumer inquiries flag interest out. Later, the retailer responds by presenting ads of products or services in consumer’s path.

It’s almost impossible to build awareness with pull marketing as the focus is on targeting consumers already interested in your product or service. If they are oblivious to your products or services, then there is no one to remarket to.

Push marketing is used to get the message out. After, pull marketing will reconnect your brand with consumers. Historically, big brands were associated more with pull marketing as they have already positioned themselves in a place to re-target. 

Thanks to digital marketing, it’s an entirely different story. Nowadays, pull marketing occurs on platforms such as Google, Microsoft, or Facebook. 

For example, marketers can take advantage of search, RLSAdisplay remarketing, call-only, and shopping campaigns to re-connect with customers already searching for their products. Also, strategists can use Facebook Pixel to create specific audiences to show ads to past website visitors while they use Instagram or Facebook.

Tip: Use smart bidding strategies such as Target ROAS or Target CPA to guarantee cost-efficiency for your search, display, and shopping campaigns!

Pull Marketing Has Proved to Be Effective

Stories of small business owners making it big with pull marketing are a dime a dozen. Pull marketing stars like Marcus Sheridan and Gary Vaynerchuk are some of the best examples. They show how successful pull marketing can be these days if you have the right strategy.

With Gary selling wine and Marcus selling pools, it wasn’t needed for them to create big push campaigns for their products. Their products were already in demand. They succeeded by putting their services in front of consumers who were already searching. You can do the same!

Where Is My Money Best Invested?

Social media and search marketing have impacted the advertising landscape drastically. Most marketing rules no longer apply. Online, David beats Goliath on a daily basis.

For a push marketing campaign to succeed, you need consistent messaging, the right targeting, bidding, and expertise to draw in quality leads. The audience needs to be poked at a certain frequency to get the needed response.

Our years of experience include watching or receiving many businesses that had failed at this. Mainly, due to an insufficient budget, unrealistic expectations, or inefficient strategies.

“However, by leveraging pull marketing, advertisers can reach their expected goals. The ability to target and interact with consumers who are actively searching for your products is a winning formula. With the help of digital marketing strategists, they can also determine which expectations are within reason.”  

Focus Your Budget on Pull Marketing If Your Product is Sought After

Whether you are a small or mid-sized business or an agency with limited marketing dollars, you should allocate the majority of your budget to pull marketing channels. Pay-per-Click, social media, search engine optimization, content marketing, and blogging, are just some of the strategies that are relevant.

Targeting your prospects in the final stages of the buying funnel is cost-efficient and measurable. Both growth and expansion are likely to occur if the methods are applied correctly.

Stay tuned for more insights on how to get in front of the right audience at the right time. Subscribe to our blog and follow us on social media!

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