For today’s Digital Marketing Monday post I wanted to simply establish why digital marketing strategies pull customers into you, rather than you pushing a message out to a mass audience and being ignored.
First, no one, in general, wants to be marketed to. If you’ve noticed, these days you often want sign up on an email list for things you have an interest in, and when you do you periodically get emails from that vendor about their products or services. In this case, you may not mind receiving those messages because you asked for them by signing up on the email list in the first place. However, when you watch your favorite show that you recorded on your TiVo you skip right over the commercials. What gives? What’s different about these approaches and how you receive them.
Online, when you sign up for a company’s email list, you likely found them because you had a need and did an online search for keywords related to your need. The search results brought up several websites and blogs about the need you searched. You then read a few blog posts and followed a link or two to the company that seemed to have what you were looking for. Though you were not ready buy right now you decided to sign up on that company’s email list to periodically get notified of tips, ideas and sales. You were pulled in by the company’s content, which is what you ended up finding as a result of your online search for your need. In this case you were very much in charge of how you found the company, but ultimately it was the company’s online content that was optimized for the need you were searching on that led you to their website. Because you enjoyed the content or found it helpful you actually gave the company permission to market to you in the future by signing up on their email list.
That’s a very different scenario than watching TV and seeing an ad that you’re not interested in disrupt what you’re really doing (watching your favorite show) leaving you frustrated and even angry that that company would push their advertising message on you when you weren’t seeking it.
Pull, or inbound marketing allows the consumer to be more in control of how they’re marketed to, while push marketing, like TV or print advertising interrupts you to get your attention and the ads are likely not specifically tailored to your needs.
Posted by: Nick Ventuerlla