The art of learning about a new topic starts when you start to realize that what you’ve learned is only the tip of the iceberg and that you have much more to learn.
Some will stop their learning process when they reach that conclusion, but others will only be intrigued to learn more. So, if you belong to the second group, we welcome you to hop aboard a wagon of an interesting concept – The push/pull marketing approaches.
What’s Push Marketing?
This type refers to “Passive” ads that show when browsing through the newsfeed, visiting a website, and so forth. Those ads weren’t triggered due to a certain action you did (i.e., searching a term in a search engine). Instead, they target you based on attributes such as age, location, interests, and so on (Though it’s worth mentioning that you can sometimes target people who’ve searched a particular term before).
What’s Pull Marketing?
This is the complementary side of push marketing. In this case, we’re approaching users who did an action “Towards us,” such as searching for a relevant term in the search engine, and now – All that’s left is to bring them to us. This method is supposedly more accurate because you are approaching people who’ve shown prior interest in this moment and time. However, it’s vital to notice that while some industries will focus on one type (i.e., locksmiths, plumbers, etc.), combining the two is mostly recommended.
After all, people can look for clothes, but sometimes – An ad will make them “remember” that they need to buy a new set.
After we’ve defined each type, it’s time to jump in and find what will fit your business or brand best, based on the following advantages.
Arguments for Using Push Marketing
- Relevant for products and services that are needed throughout the day, month, and year (i.e., clothes, gadgets, cars, etc.)
- Awesome for remarketing purposes (or, as others say, for “chasing” others after they’ve interacted with one of your digital assets)
- Those ads will usually come with more customization options (More texts, videos, different types of images, designs, and so on)
- Allows you to gather information regarding your audience (Which demographic works best, what interests them, and so on)
- Works amazingly well for the “awareness” part of the marketing funnel – Use it to spread the word and mark audiences that interact with your ad (as mentioned in section 2)
Sounds good? Here are the advantages of the push marketing technique. We’re already seeing a few combos you can try for your brand!
Arguments for Using Pull Marketing
- Someone who searches your service wants it NOW or at least shows immense interest compared to people who only want to view their friends’ posts or check a specific website
- You can customize your ads in accordance with what they’re looking for (Including implementation of the phrase itself in the title and description fields)
- Most of those ads don’t charge you per impression but rather per click, consisting of a more considerate model
- Saves time on awareness campaigns (though it’s worth mentioning that many companies create a brand awareness campaign that directs the viewers into searching for a specific term)
- Considering you did your campaigns the way they should run, this type of traffic should be more engaging compared to push marketing ones
The Right Type of Pick isn’t Between Push/Pill Methods
This article may have made you reconsider your actions, but the truth is told – You should look at this situation from a different angle.
At Synapse, we have PPC teams specializing in both advertising types. We’d be more than happy to provide you with both kinds and create a digital marketing strategy that combines the good parts of both worlds and find the best way to improve your performance dramatically.
Ready to work with the best? Leave your details below, and one of our PPC experts will contact you ASAP.