For years the battle of ‘Push’ vs. ‘Pull’ was fought on the front doors of restaurants, bars, and retail stores around the world. Ignore the warnings of ‘Pull’ or ‘Push’ and get rewarded with a face-plant against a glass door. Broken noses and humiliation (the silent killer) were all too common casualties.
More recently, marketers have adopted these terms to differentiate between outbound and inbound marketing.
Few marketers that remain gainfully employed ignore the transformation of pull marketing. The hyper-connected consumer has been the catalyst. He’s now in control. His options to access information are limitless; television, laptop, tablet, phone, game console, his car and soon, even his glasses. He decides what to tune in and tune out, and when to engage.
But too often, marketers are staking their flags squarely on the side of pull marketing, and gearing up to do battle with their perceived ‘push’ opponents.
Put down the six-shooters, boys. This isn’t a war. It’s a dance where each partner alternates the ‘lead’ and ‘follow’ roles depending on the rhythm of the maestro’s music. Continue reading →
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