Digital Marketing - Pull Versus Push

Pull Versus Push

Two different forms of digital marketing exist:

In pull digital marketing, the consumer actively seeks the marketing content, often via web searches or opening an email, text message or web feed. Websites, blogs and streaming media (audio and video) are examples of pull digital marketing. In each of these, users have to navigate to the website to view the content. Only current web browser technology is required to maintain static content. Search engine optimization is one tactic used to increase activity.

Martin et al. (2003) found that consumers prefer special sales and new product information, whereas "interesting" content was not useful.

In push digital marketing the marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs. Email, text messaging and web feeds can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. Push marketing is also known as spam. Push technologies can deliver content as it becomes available and can be better targeted to consumer demographics, although audiences are often smaller, and creation and distribution costs are higher.