Most of us by now know that the strategy of "pushing" a product or service to consumers no longer works. One writer cites Parrish Hanna, senior vice president for experience planning at Arc Worldwide of Chicago, saying "'pushing'" a message is far less effective than it once was. Five airings of a TV commercial were needed to reach 80 percent of the audience 25 years ago, he said.
"Today more than 300 airings are needed to get that reach."
Those numbers are extraordinary in any terms. That's 60 times more airings than it was 25 years ago, in order to get the same results.
Hanna, who works with Purina, added that on the Purina Web site they offer a lot of educational and entertainment as part of their content in order to get people to learn about or stay aware of their brand. That's one aspect of the "pull" marketing side of things.
Pull marketing in all about offering something of value to the consumer in exchange for them looking around at your Web site. They exchange their time an attention for your added value this is provided. You've got to give them reasons for wanting to come back and visit you.
Remember that the new marketplace is controlled by consumers, not by you or your company. You must give them a reason to choose you.
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