What is push marketing?
The Push Marketing refers to an advertising strategy in which companies try to actively bring their products to the customer. The special feature here is that consumers do not actively search for a product or service, but are attracted by active advertising such as billboards, television commercials and Cold calling introduced to them. This happens in the hope that they will develop a need to participate in the purchase of that product or service. In the context of digital marketing, push marketing is used through display advertising and Cold calling-E-mailing is implemented, again placing the product or service directly in front of the consumer in hopes of increasing brand awareness and ultimately selling.
Overall, the term "push" encompasses the notion that marketers seek to place their products with consumers and present their products to consumers. This form of marketing can therefore be associated with younger brands trying to build brand image and market share, and can be particularly effective in marketing fast-moving consumer goods, resulting in higher short-term sales.
Examples for Push Marketing-Strategies:
- Personal sales, e.g. in a showroom.
- Point of Sale (POS) displays, such as branded objects in a store, to attract attention and promote sales.
- Exhibition promotion
- Attractive packaging design to stimulate purchase
Examples of push strategies in digital marketing
- Display advertising, where companies use text and logos to attract potential consumers who may not have seen the company otherwise.
- Cold emails, this is a classic example of Push Marketing, where the company sends an email to people with a perceived interest in their product to increase brand awareness.