Some of us are familiar with the terms “Push” and “Pull” to describe the roles of various marketing practices. Even if you’re not, the fact is that if you’re involved in marketing you probably use both every day. For those who are familiar with them, you probably know they aren’t mutually exclusive, and that it’s important to use both in conjunction for your company’s marketing activities.
However, what you may not know is that in recent years the roles of Push and Pull – and the balance between them – have been undergoing a fundamental shift. This shift has far-reaching implications for those who are responsible for marketing. You may have observed a few of them already:
- The failing effectiveness of mass media advertising
- Disruption by social media and other internet platforms
- A scramble by management to understand and adopt new methods
- Huge reputation impacts which take companies completely by surprise
On February 20th ASPE’s own Creative Director, Chris Knotts, presented the free web seminar “The Changing Role of Push vs. Pull Marketing.” In this one-hour presentation Chris examined what the roles of Push vs. Pull marketing mean, what’s changing, and what the practical consequences are for marketers. He not only discussed the fundamentals, but took a look at Push vs. Pull Principles that are critical to marketing success.
You can listen to a complete recording of this presentation at aspeevents.webex.com. Select “View Event Recordings” in the top right corner. You can also download your own copy of the presenation by visiting our Web Seminar Archives.