First of all, let’s set the scene.
Okay, now that I got that out of my system I can actually talk about the subject at hand: Push marketing and why it’s swiftly going right out the window (thankfully).
Simply put push marketing is a traditional form of marketing where you’re pushing your products to consumers.
Those bargain magazines you get in your letterbox – push marketing
The billboards you spot while driving to work – push marketing
The adverts on your Facebook newsfeed – push marketing
In some aspects push marketing works brilliantly – it creates brand awareness meaning that there will be a certain element of familiarity with your company.
However in this fast paced digital world push marketing is slowly losing the marketing strategy game. People don’t want to be told what to do, they don’t want to feel as though they’re a blip on a huge corporation’s radar. Push marketing is much like a fish hawker in the middle of a marketing shouting out about their discounted cod. After a while it gets frustrating, then it becomes background noise, and soon you no longer even realise the fish hawker is there.
Push marketing doesn’t create a long lasting relationship with the consumer, and it is this which is leading to its downfall. The fall of push marketing sees the rise of content marketing and an emphasis on engagement and involvement. This would fall under pull marketing, where a brand works to bring consumers in.
How do you do this through content marketing? You create valuable and interesting content. You engage your audiences on their level, and you build a relationship with them.
In truth there is a slight downfall when it comes to content marketing. It exploded recently with such force that everyone started producing content… so much so that the digital world became saturated with it, and most of it is absolutely hopeless.
Click bait articles, useless gossip, articles which promise one thing and deliver the other – the list doesn’t end. These tacky imitations of what content should be end up masking the real, valuable content out there whilst also making search engine ranking a trickier task.
Thankfully both Facebook and Google are constantly working to weed out useless content which doesn’t have a high value. This is done mainly by analysing how long a person spends on that particular web page. If they linger for a while then it’s an indication that the content was at least interesting or engaging, if they leave instantly then clearly this wasn’t useful.
So in short – if you want to market your products effectively, forget about pushing it at them and instead work on slowly reeling them in. With a bit of creativity, planning, and dedication you’ll be at it in no time and will start to see effective results!