Since the inception of large-scale advertising, push marketing became the biggest weapon that the largest of companies possessed. This was driven by a combination of print, TV and billboards to reach the maximum possible targeted market. It was a blanket targeting, but it worked due to scale, with luck also factored in. But over the last decade or so, with the advent of digital marketing, the move has taken place towards the pull methods. Here, specific targeted market, using granular bits of data available on the customer base. However, those firms that totally pushed aside the push method also learnt to their detriment this to be a fatal flaw. The human condition is such that these grandiose marketing statements also play a part in convincing the customer. So, a combo of the two methods will now be needed to be integrated.

Source:https://www.forbes.com/sites/forbesagencycouncil/2018/11/21/from-push-to-pull-and-back-again-integrated-marketing-in-the-digital-age/#7d29178f286b

Uploaded Date:26 November 2018