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A New Direction in Marketing: Push vs Pull
The
overwhelmingly dominant means by which a website is found (over 50%) is
through the search engines. So conclude numerous studies including those
by Jupiter Media Metrix (NASDAQ: JMXI).
Search engines include services such as Google, Yahoo, Overture, Lycos,
MSN, Looksmart or the Open Directory Project.
Maximising your website’s prominence within the Search Engines can be a
powerfully cost-effective way to attract new visitors to your website and
generate new business.
Introduction: Understanding Push and Pull
The ways of getting people to your site can be split into two overall
strategies: Push and Pull.
A push strategy involves discovering where your potential visitors are
currently going, and then placing some kind of advertisement or ‘banner
ad’ on that site. It can also involve traditional media, such as placing
an advertisement in an industry magazine.
It is a so called ‘Push Strategy’ because you are presenting or pushing an
advertisement or solicitation into awareness while people are engaging in
some other activity (like reading the news or their favourite industry
journal).
This is very similar to traditional media. While they’re reading their
article, they may notice an advertisement somewhere on the page. If the ad
is compelling and they happen to be in the market for what it’s offering
they may remember you (to follow up upon later) – or in the case of the
internet – they may even decide to immediately click on the advertisement
and be directed to your website for further information.
The limitations of this form marketing are that: One, the viewer must
happen to be interested in what you’re offering. Two, they’ll often need
to remember you for when they’re ready to purchase.
There are a number of ways to lessen the impact of such limitations. First
of all, is the careful selection of the media in which you’ll be placing
your advertisement. Do you understand the readership well? Are they likely
to have a need for your offering? Ensure your ads are well targeted.
In order to get people to remember you more easily, remember to follow the
rules of successful product branding. Of course, it would be ideal if your
online advertisement was enticing enough to convince a visitor to actually
click upon it, and be directed to your website.
Also,
you may wish to ensure that you website is indicated on all your corporate
communications. Include your business cards, brochures, letterheads and
promotional items.
A Pull Strategy is one that involves the search engines. This type of
marketing is online a relatively new development (along with the rise of
the Internet). It is so called a ‘Pull Strategy’, because rather than
‘pushing’ an ad in front of a general viewer, Pull ads are only delivered
to prospects that are actively seeking a product or service.
The advantages of this are that the prospect is much better qualified and
much more likely to buy – because they were the ones looking to find you
in the first place.
Online Search Engines, such as Yahoo or Google, are website that people
visit in order to search for a particular sort of website. For example, if
someone wanted to buy ‘sports shoes’ – they may go to a search engine and
type in the words ‘sports shoes’. They would then be given a listing of
websites that pertain to ‘sports shoes’ where they could choose to make a
purchase (or find further information).
Numerous surveys16 have demonstrated that the overwhelmingly dominant
means by which a consumer locates a website is through the major search
engines (nearly 50%). This figure is expected to grow significantly over
the next few years.
An Efficient New Form of Marketing
Commentators have often talked about advertising overload. Consumers are
bombarded by countless advertising message each day. They are pervasive
and found almost ever you look, with advertisers dreaming new ways to
place them in front of you – at bus stops, on the buses themselves, inside
the buses, on the seats, on huge billboards all across the cityscape…
where ever you can imagine.
It is not surprising that consumers have developed marketing fatigue. They
have become desensitised to advertisements that are constantly being
thrust (‘pushed’) at them. More and more, people are switching off to
these ads.
As a consequence, one of most effective way to reach a customer is via
‘pull’ advertising. Rather than being in the usual state of ‘blocking off’
messages, the customer is actively searching / researching. The businesses
simply have to ensure that they are able to fulfill the requests for
information. This is often a much more efficient and elegant form of
marketing.
Many businesses around the world are realising the benefits of positioning
themselves in the path of a customer’s actively searching efforts.
Potential customers will visit a major search engine. Search Engine
Marketing is done to ensure that your potential customers can find you
easily when they are making their searches.
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In-Depth Guide to SEM
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