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Traditional marketing strategies were focused on pushing marketing information to potential customers. Enter the internet age and the pushing technique is all but obsolete. What's more important is that businesses learn marketing strategies that enable customers to "pull" the necessary information about their company from various places around the web.
Advertising is everywhere. Consumers are left feeling numbed and overwhelmed by advertising. Instead of noticing advertisement, people prefer to go to the source for expert information, locate it and pull it in for themselves. This information "pulling" helps consumers gather their own information rather than simply accepting what's being pitched to them. While this does not signify the end of "push" marketing, "pull" marketing is becoming more and more significant.
Below are several crucial elements of pull marketing and how to make it work for you:
Join the Conversation
Join virtual communities where the conversations are centered on your expertise. Give free advice. Giving valuable advice establishes you as an expert. Once you've proven yourself, with credible content, connections will take over.
Word-of-mouth combined with search engines will inevitably market your product, taking it beyond your reach.
"Engagement" has become marketing's new key metric.
Engaging with your consumers transforms your marketing messages into conversations that spread faster than advertising campaigns. The sheer speed that your marketing message travels, as well as the extent of its reach, shifts the focus from media buying to customer understanding.
Read the article here: The Push and Pull of Online Marketing
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