07 May 2012

Digital marketing – Pull versus Push


Two different forms of digital marketing exist.

Pull digital marketing in which the consumer must actively seek the marketing content often via web searches via Social-media or a search engine or the recipient has given permission to received content that is sends to the consumer by emailtext message and web feed

Websites, blogs and streaming media (audio and video) are also examples of pull digital marketing. In each of these users have to link to the website to view the content.  internet marketing technologies (search engine optimization) has been proved as the most effective tool to attract the Target consumer from a specific demographic.

secondly paid versions of SEM i.e Search engine marketing Techniques too have proved to be useful albeit a costly affair yet its still PULL Strategy.

Push digital marketing technologies involve both the marketer that send a message without consent of recipients. Such as display advertising on websites and news blogs. Emailtext messaging and web feeds can also be classed as push digital marketing when the recipient has not given permission to received the marketing message. (popularly know as spamming). 

Push technologies can deliver content immediately as it becomes available and is better targeted to its consumer demographic, although audiences are often smaller, and the cost for creation and distribution is higher.
Push Strategies are Volume based and the Hit ratio is poor however most people adopt it owing to its ease.