A major strategic method to drive traffic to a company’s own hub or website is by the “nudge” of push marketing to prompt action by the consumer in an effort to get an eventual sale. Pull marketing is a proactive move by a consumer that brings them closer to an individual business or organization. So, isn’t just being on social media good enough? “Marketing doesn’t mean anything unless you can bring folks to your own sites. Brands should do more to drive traffic to their own sites (Rhodes, 2015).”
Push Marketing and Benefits
“Push marketing is known as initiating marketing by pushing out the words or other communication to an audience in the form of something attention grabbing like a pop-up chat windows or offer, flashing banner advertisement, or email (Rhodes, 2015).” Some of the actions from push marketing that engage a customer range from signing up for newsletter or offers to receive discount products or services. Push marketing doesn’t just occur within the digital world, but can also prompt consumer responses via advertising in traditional settings such as outdoor, television, radio, or print ads, as well as direct mail or telemarketing. Some of the enticements to introduce a consumer to a product or service can be special offers, deep discounts or contest entries.
With mobile on the rise, push notifications in an app have numerous benefits and here are a couple of essentials to use them in a way that keeps customers connected, rather than annoyed. A few good examples of benefits include: (Healey, 2014) Customer engagement with easy access; user customization of notifications to greatly decrease updates annoyance; and insight into customer behavior.
Pull Marketing and Benefits
“Pull marketing is proactive consumer initiated communications in pursuit of permission based information, coupon requests, search engine engagement, SEO, signup offers, price comparison searches, informational videos (Rhodes, 2015).”
A pull strategy encourages the consumer to seek information about a product — to entice the customer “to come to you.” Essentially, demand for a product has already been created through advertising, word-of-mouth or promotions, and the customer is seeking more information.
Concentrating on the ever-growing mobile market, “Successful pull mobile media marketing strategies create tools that consumers find useful. One benefit is that using the power of location to create more relevant retrievables (Healey, 2014).” Having comment and feedback user access not only gives you a way to interact with customer, but also had the added value of what products and services need improvement to increase customer satisfaction and sales.
Push and Pull Working Together
“The goal of push and pull marketing is the synergistic leveraging by benefitting both the consumer and business (Rhodes, 2015).” It’s important to balance the two and cross-channel marketing can be the perfect marriage. Putting the brand logo out in a high visibility traditional setting can drive sales or traffic to web channels such as DD being the backdrop for Tom Brady and “deflategate” during Super Bowl media week.
Many people are always on the lookout to enter contests so running a competition can attracts more users to your site and show that you are giving back to your users as well as taking. Another good way to ensure the push and pull collaboration is by having effective mobile access. People have become more reliant on their mobile devices, especially while out shopping, dining or enjoying entertainment venues.
Is Social Media Killing Websites? “(Baer, n.d.) Facebook and its leadership have known for a long time that websites are yesterday’s technology – they are just now getting around to twisting the knife through a three-pronged war on websites.”
- Changing the way we think about online information exchange by moving towards smaller, tiny bursts of “social objects” in the form of words, pictures, videos, and single purpose apps.
- Making Facebook pages easier to change and update than company websites that generally require IT support intervention. New Facebook providers such as North Social (Links to an external site.) affords engaging content and functionality that previously was the sole property of a freestanding website. Facebook’s Insights analytics about visitors far exceeds the data available from Google Analytics.
- With 500 million members and counting, Facebook can make the case that they already have access to all of your customers, so why wouldn’t you want to just ride their coattails? This would preclude the never-ending need to beef up your own website with constant fresh and updated search optimization, public relations, banner ads, skywriting, or whatever other means you’ve devised to let people know that your site is out there and worthy of attention.
It is important not to let websites disappear into the horizon because history has shown the more one company is allowed to monopolize an industry puts all others out of business. Sole empire control can also trigger a catastrophic domino effect of other community elements such as unemployment and an economic downturn. Just a few ideas to keeping users happy and more likely to keep coming to your website include: “(Heaton, 2010) Writing fresh and catchy content, monitoring how your site is used, running competitions, and focusing on SEO.
Case Example: Dunkin Donuts
It is clear that the Dunkin’ Donuts public relations, social media, and marketing teams are proficient at brewing up plenty of effective push and pull marketing strategies. As soon as you reach the Dunkin Donut website, the first ingenious piece of push marketing is the above pop up $5 rewards for downloading the DD Perks app. Another good push marketing tactic is a large banner opt-in for the new “Pay with the app” service to make check out more expedient. Good pull Dunkin Donut examples on their site and mobile app includes location finder, menu items including nutrition facts, job opportunities, online product purchases, contact info. There are pull links to Facebook, Twitter, Youtube, DD Times Square webcam, Dunkin’ Blog and promos and contests.
“(Cook, 2014) Dunkin’ Donuts (DD) leverages both push and pull marketing techniques to create synergy between the company and the consumer. One way DD makes excellent use of traditional push marketing techniques to drive traffic to its chain locations is through direct mail coupons and flyers. The company also advertises via television and radio ad campaigns. Travelers are also likely to see billboards encouraging a quick stop for coffee and a snack.”
DD best push applications include Tweets that always having a link in their website promotions. DD Promo Alerts (Links to an external site.) push clients to their website and stores by opting in for email and/or text alerts.
Dunkin’ Donuts has a large social media presence and following with frequent fresh content for its followers and fans. Its social media profiles across the web, (Facebook (Links to an external site.), Twitter (Links to an external site.), Pinterest (Links to an external site.), YouTube (Links to an external site.), Google Plus (Links to an external site.), and Vine (Links to an external site.)), serve to engage customers, keep them updated, and pull them in to a DD experience (ether in-person or online). The company’s presence and social media integration through the use of sharing buttons and icons on the website are effective. DD makes use of other digital pull methods as well like its company regularly updated blog, Behind the Beans: What’s Brewin’ and Dunkin’ (Links to an external site.). (Cook, 2014)
Case Example: Best Buy
“Of the 57 percent of consumers who have downloaded apps from their favorite brands, half say they did it to access special or exclusive offers. And while customers are choosing to download retailers’ apps, if the messages aren’t personalized, retailers will lose customers’ attention — and business. (Hofmann, n.d.)”
Hofmann continues, “Best Buy follows a different strategy for their daily deal push notifications. Best Buy sends customers the same message from one day to the next: “View today’s Deal of the Day. Quantities are limited.” The message is the same for everyone, regardless of what products the customer has bought or looked for in the past. Best Buy makes it too easy for customers to tune out.
One of the best push/pull harmonies for Best Buy is access to their weekly ad which is displayed prominently on their website. Unlike many businesses that don’t offer weekly specials, Best Buy takes their same hard copy newspaper circular and formats for PCs and well as mobile aps. This includes an easy same day store pick up or free shipping ($35 or more) ship-to-home method for ordering. Another successful push/pull technique that Best Buy offers is the opt-in of sending requestedshipping notifications at the same time on SMS, push and/or email to alert a customer that his package will be delivered within minutes. Best Buy also recently stepped up to the plate with best price matching guarantee that is predominantly displayed in their ads and website.
“(Heaton, 2010) “We all know the power of Twitter by now, and much has been said on the subject of using Twitter (Links to an external site.) as a marketing tool. But the fact remains: it is a very effective way of getting noticed.”
On Twitter they also have scads of promotions to include a Tweet push that went out today to become a Best Buy Rewardzone Games Club Member. Once they reach 10k members, they will “unleash” prizes.
One of Best Buys greatest pull methods is a robust Youtube presence. Their Geek Squad how to 2-minute Miracles are extremely consumer helpful such as how to easily turn your smartphone into a remote or transmitting your laptop view to your television.
Baer, J. (n.d.). R.I.P. 3 Ways Facebook is Killing Your Website (Links to an external site.).
Cook, A. (June 8, 2014). Dunkin Donuts Push and Pull Marketing Strategies. (Links to an external site.)
Healey, J. (June 3, 2014). The Benefits Of Including Push Notifications In An App (Links to an external site.).
Heaton, C. (Nov. 18, 2010). 50 Ways to Get Your Site Noticed (Links to an external site.)
Moulin, L. (March 3, 2014). Push vs. Pull Mobile Marketing: Different tactics for different goals. (Links to an external site.)
Rhodes, J. (Jan. 26, 2015). Websites: Push and Pull Marketing. MMC 5006 Lecture. University of Florida.