A lot has been published about push vs. pull marketing. Everyone knows the difference between the two methods and yet it seems that the market doesn’t comprehend the difference in “results between the two.
While social technologies are relative to “conversational pull” the advertising and marketing industry continues to push. Every wonder why people still push?
It Is A Numbers Game
Pushing mass media is a game of numbers. The larger the audience you can reach the greater the chances are your “push” message will get attention of 3% whom will find relevance to the “pushed” offering. So the cost of pushing is justified by the 3% return. However the “cost” is not really a representation of “cost” as a whole rather it is justified to warrant the short term results.
Systemic cost are focused on total cost of waste rather than the cost of short term results. The cost of waste is a longer term consideration and firms focused on building long term value look at the total system quality, cost and the results over the long term.
Relationships take time to build. When was the last time you created a lasting relationship in a thirty second ad, from cluttered communications, from irrelevant content that has no context to people’s interest at the moment of impact? You never have nor will you ever be able to.
The Result of Push
When you push yourself onto people the likely result is a rejection. When you push yourself into a conversation the likely conclusion is you are a rude person. When you try to “push” for results the likelihood is you will work very hard and the results won’t last very long. Long term results come from short term quality efforts that reflect an understanding and wisdom about relationships.
The age of push marketing is coming to an end. The audience is moving to pull and those unaware are learning quickly the differences. The differences are profound and tap the very nature of human relations. Once tapped the audience immediately recognizes the difference and begins to reject anything “pushed” onto them. The price of “pushing” just went up considerably with the rapid adoption of social technology.
You Ask Why?
The reason for the shift is that people learn from other people. Education comes from communications, awareness and revelations. Revelations come from communications between and amongst people whom have a relationship, an affinity to each others thoughts and knowledge. Knowledge shared is a powerful “pull” for any audience. But the pull comes from and between people learning together and sharing with each other. The reason for the emerging revelation of the difference between “push” vs. “pull” is because people are communicating their perspectives, their likes and dislikes and millions are listening.
However it seems that institutional thinking and past experiences by advertisers and brands think differently and rely on the old game of numbers to catch a few. The irony is that each passing minute more of the audience is becoming aware and rejecting any kind of push. Keep pushing and the message about your methods will continue to reach the audience and the audience is becoming more influential than the “pushed” message. Get it?
What say you?