Pull, not Push Attracting Potential Users

علیرضا نوروزيدکتراي علوم اطالعات و ارتباطات

عضو هیئت علمی دانشگاهسردبیر مجله وب شناسی

Pull / Push• “Pull marketing” is marketing in which the customer

asks (i.e. “pulls”) information from businesses(information centers).

• “Push marketing” is defined as marketing in whichinformation is pushed to consumers with little or noinitiation by the consumer.

• “Pull marketing” is marketing in which the customerasks (i.e. “pulls”) information from businesses(information centers).

• “Push marketing” is defined as marketing in whichinformation is pushed to consumers with little or noinitiation by the consumer.

Push(دادنهل/فشاراستراتژي.1 strategy(ترفیعوفروشنیروي«ازاستفادهطریقازکهاستترفیعی/ترویجیاستراتژينوعی

میفشاروساختهواردتوزیعهايکانالمسیروداخلدرراخدماتوکاالها»تجاري.آورد

Pull()کشیدن(کششاستراتژي.2 strategy(مصرفدرانگیزهایجادوزیادهزینهصرفباکهاستترفیعی/ترویجیاستراتژينوعی

درراتقاضاتااستدرصدد»مشتریانرويبرترفیعوتبلیغات«خریدارانوکنندگاندرخواستتوزیعگوناگونهايکانالطریقازراکاالهاخودآنهاتاکندایجادمشتریان

.کنندPush(کششوفشارترکیباستراتژي.3 & Pull(

میاستفادهموقعبهوجابهاستراتژيدوهرازکهاستترفیعی/ترویجیاستراتژينوعیمصرفوخریداراننیزوتوزیعهايکانالوهاواسطهدرانگیزهایجادبابتواندتانماید

.دهدافزایشراشرکتبازارسهممشتریانوکنندگان

: یو ترفیعیتبلیغاتيهايا نواع استراتژ

زاریابیبابازاریابی نوین بازار یابی نوین بازار یابی نوین بازاریابی نوین بازار یابی نوین بازاریابی نوین بازار یابی نوین بازار یابی نوین بازاریابی نوین بازار یابی نوین بازاریابی نوین بازار یابی نوین بازاریابی نوین بازار یابی نوین

Push(دادنهل/فشاراستراتژي.1 strategy(ترفیعوفروشنیروي«ازاستفادهطریقازکهاستترفیعی/ترویجیاستراتژينوعی

میفشاروساختهواردتوزیعهايکانالمسیروداخلدرراخدماتوکاالها»تجاري.آورد

Pull()کشیدن(کششاستراتژي.2 strategy(مصرفدرانگیزهایجادوزیادهزینهصرفباکهاستترفیعی/ترویجیاستراتژينوعی

درراتقاضاتااستدرصدد»مشتریانرويبرترفیعوتبلیغات«خریدارانوکنندگاندرخواستتوزیعگوناگونهايکانالطریقازراکاالهاخودآنهاتاکندایجادمشتریان

.کنندPush(کششوفشارترکیباستراتژي.3 & Pull(

میاستفادهموقعبهوجابهاستراتژيدوهرازکهاستترفیعی/ترویجیاستراتژينوعیمصرفوخریداراننیزوتوزیعهايکانالوهاواسطهدرانگیزهایجادبابتواندتانماید

.دهدافزایشراشرکتبازارسهممشتریانوکنندگان

در بازاریابی اطالعات) کشیدن(استراتژي کشش

Info

InfoInfo

:سازي و ایجاد نیازدلیلدلیلی منطقی ایجاد کنیدکه

کاربر از اطالعات استفاده . نماید؛ و احساس نیاز کند

تنها کاري که کتابدار یا رسان باید انجام دهد اطالع

این است که کاري کند که کاربر، اطالعات مورد نیاز

یا به اصطالح . خود را بکشدتقاضا و نیاز اطالعاتی در

.کاربران ایجاد شود

Info

InfoInfo

کاربر

).کندانتخاب، و مصرف می(کشد کاربر اطالعات را می: استراتژي کشش

:سازي و ایجاد نیازدلیلدلیلی منطقی ایجاد کنیدکه

کاربر از اطالعات استفاده . نماید؛ و احساس نیاز کند

تنها کاري که کتابدار یا رسان باید انجام دهد اطالع

این است که کاري کند که کاربر، اطالعات مورد نیاز

یا به اصطالح . خود را بکشدتقاضا و نیاز اطالعاتی در

.کاربران ایجاد شود

کاربر:اطالعاتارزیابیهنگامرااطالعاتخود

.نمایدمیارزیابیمصرف،

Social media

Social media defined:Social media has been defined as ‘a group of internet-based applications that build on the ideological andtechnological foundations of Web 2.0, and that allowthe creation and exchange of user-generated content.

David Schumann, Andy Artis & Rachel Rivera, ‘Thefuture of interactive advertising through an IMC lens’,Journal of Interactive Advertising, vol. 1, no. 2,. 2001

Social media defined:Social media has been defined as ‘a group of internet-based applications that build on the ideological andtechnological foundations of Web 2.0, and that allowthe creation and exchange of user-generated content.

David Schumann, Andy Artis & Rachel Rivera, ‘Thefuture of interactive advertising through an IMC lens’,Journal of Interactive Advertising, vol. 1, no. 2,. 2001

Push marketing• Push marketing (also called outbound marketing) is when a

brand takes steps to initiate an response from the consumer,whether it’s from a billboard, direct mail or through a pop upad on a website. Benefits of push marketing include:

Creates brand awareness – by using broad marketingtechniques, push marketing reaches a large number ofconsumers and passerbys (virtual or otherwise)

Control – because the brand is pushing out the messageonto the consumer, the communication is one way – andthe brand creates the message.

Conformity – all messages can look exactly the samethrough print, email blasts and billboards. The brand has aconsistent and recognizable presence.

• Push marketing (also called outbound marketing) is when abrand takes steps to initiate an response from the consumer,whether it’s from a billboard, direct mail or through a pop upad on a website. Benefits of push marketing include:

Creates brand awareness – by using broad marketingtechniques, push marketing reaches a large number ofconsumers and passerbys (virtual or otherwise)

Control – because the brand is pushing out the messageonto the consumer, the communication is one way – andthe brand creates the message.

Conformity – all messages can look exactly the samethrough print, email blasts and billboards. The brand has aconsistent and recognizable presence.

Pull marketing• Pull marketing (also called inbound marketing) relies brands jumping

into conversations already taking place about the brand, through digitalmedia and search engine optimization. In order for pull marketing towork for your brand, consumers must be searching for topics related toyour service. Examples include: Google AdWords, SEO blogs/websites,and Google sponsored ads. Benefits of pull marketing include:

Communication - since the conversation is taking place online,brands have the opportunity for two-way communication. Aconsumer may have a question, types it into Google, and thesponsored ad on Google pops up first with the brand to answer thequestion. A simple like on Facebook, Tweet or pin.

No Chase – Consumers come to the brand – there is no sending outmailers or listsrvs. Instead, the brand plants the seeds and waits forthe consumers. (If you build it, they will come.)

Community – Through blogging, websites and social media, pullmarketing encourages narrative and community between brand andconsumer.

• Pull marketing (also called inbound marketing) relies brands jumpinginto conversations already taking place about the brand, through digitalmedia and search engine optimization. In order for pull marketing towork for your brand, consumers must be searching for topics related toyour service. Examples include: Google AdWords, SEO blogs/websites,and Google sponsored ads. Benefits of pull marketing include:

Communication - since the conversation is taking place online,brands have the opportunity for two-way communication. Aconsumer may have a question, types it into Google, and thesponsored ad on Google pops up first with the brand to answer thequestion. A simple like on Facebook, Tweet or pin.

No Chase – Consumers come to the brand – there is no sending outmailers or listsrvs. Instead, the brand plants the seeds and waits forthe consumers. (If you build it, they will come.)

Community – Through blogging, websites and social media, pullmarketing encourages narrative and community between brand andconsumer.

Pull or Push1. Push Marketing: These are the channels that we use to

“Push” our message out to our customers and prospects. Weoften use “Problem Identification” to help our targetunderstand why they need us and to build enough interest thatwe can begin to have a conversation and hopefully a sale

2. Pull Marketing: These are the new “Social Media” channels,the internet, your website and such. Your prospect identifiestheir own problem “Problem Recognition” and then startslooking for a solution, they go to blogs, forums, your websiteand more to learn and research their decision long before youever hear from them! The question is are you actively“Pulling” them towards you with a presence in those channelsthat your customers are in!?

1. Push Marketing: These are the channels that we use to“Push” our message out to our customers and prospects. Weoften use “Problem Identification” to help our targetunderstand why they need us and to build enough interest thatwe can begin to have a conversation and hopefully a sale

2. Pull Marketing: These are the new “Social Media” channels,the internet, your website and such. Your prospect identifiestheir own problem “Problem Recognition” and then startslooking for a solution, they go to blogs, forums, your websiteand more to learn and research their decision long before youever hear from them! The question is are you actively“Pulling” them towards you with a presence in those channelsthat your customers are in!?

Infomediaries: Pull or Push

• Infomediaries: firms that monitor a number ofmedia sources, presenting selected resources tousers either by “pushing” material to the user’sdesktop via e-mail, or by allowing users to“pull” it from a specially tailored web site.– Free source is “Google Alerts”

• Infomediaries: firms that monitor a number ofmedia sources, presenting selected resources tousers either by “pushing” material to the user’sdesktop via e-mail, or by allowing users to“pull” it from a specially tailored web site.– Free source is “Google Alerts”

Characteristics of the Push and PullPortions of the Supply Chain

Portion Push Pull

Objective Minimize cost Maximize service level

Complexity High Low

Focus Resource allocation ResponsivenessFocus Resource allocation Responsiveness

Lead time Long Short

Processes Supply chain planning Order fulfillment

Content Delivery Models

• Content pushed to customer based on pre-establishedprofile

• Content pushed to customer on-demand by publisher

• Content pulled by customer from the system

• Customer setup for each product authorized by publisher– Mode of delivery (email, ftp (push/pull), physical

media)– File type (publisher supplied or transform)– File naming conventions– Metadata format, contents, naming convention

• Content pushed to customer based on pre-establishedprofile

• Content pushed to customer on-demand by publisher

• Content pulled by customer from the system

• Customer setup for each product authorized by publisher– Mode of delivery (email, ftp (push/pull), physical

media)– File type (publisher supplied or transform)– File naming conventions– Metadata format, contents, naming convention

Promotional Mix Strategies

Push versus Pull