In order to attract consumers and outwit the competition, large groups are thinking about appropriate marketing strategies. Among these strategies are the “Push” and “Pull” marketing strategies. These two marketing devices, although having the same final goal: to attract customers to oneself, are diametrically different.
Push marketing consists of “pushing” the product towards the consumer. An advertising message is proactively sent to the consumer, through direct and concrete actions, such as the free distribution of samples, the company suggests its product to the consumer. Push content is more intrusive and less personalized: it can be sent to a larger, less qualified audience. Thus, the opening, reading and response rates are lower in proportion to the number of contents sent or put online. However, this strategy is not limited to “pushing” the product towards the consumer, it must also target the consumer, through segmentation.
Several segmentation methods exist, such as scoring, which assigns a score to each customer based on their purchasing behavior, or the RFM (Recency, Frequency, Amount) method, which classifies customers according to the status of their purchase (last purchase date, frequency of purchase and amount) over a given period. The segmentation of customers into homogeneous groups involves statistical analysis or, when the data to be processed is voluminous, data mining – a process of analysing customer databases to extract relevant information on purchasing behaviour through the search for trends and regularities. Once customer segmentation is complete, it is then possible to adapt the “push” strategy to each segment: automatic sending of a promotional message for a specific product to a specific category of buyer, free distribution of samples at the entrance to the shops most frequented by consumers, etc.
Here are some examples of Push tools and contents, you surely know them: e-mailing is an unsubscribed e-mail advertising campaign. There is no personalization, the information pushes to conversion. The banner ad or banner on a website: typically advertisements for discounts, promotions, bonuses or gifts that appear on many of today’s websites, including social networks. It pushes the user into action, it’s intrusive and daily.