Comments on: Pull, Don’t Push http://www.thecatalystcode.com/theconversation/blog/2008/11/03/pull-dont-push/ The Catalyst Code Tue, 07 Feb 2012 06:24:24 +0000 http://wordpress.org/?v=2.0.11 by: Jeff Eckman http://www.thecatalystcode.com/theconversation/blog/2008/11/03/pull-dont-push/#comment-3701 Mon, 03 Nov 2008 23:51:07 +0000 http://www.thecatalystcode.com/theconversation/blog/2008/11/03/pull-dont-push/#comment-3701 I am in complete agreement that pull beats push, and pull will always win, especially over the long term. And even when push is used as an initial launch strategy, it's all pull eventually. (At least that's my philosophy, and back-of-the-envelope read of the aggregate experience of long-lived brands!) My sense is that true advertising success aka 'performance marketing' is all about context, both before/as advertisements are consumed, and perhaps more importantly, after they are responded to. Work by MIT Sloan alumnus Scott Brinker and his firm ion interactive, have demonstrated that it's the engagement that occurs *after* advertisement consumption that has the most impact on conversion and/or actions leading to transaction or lead capture. Context at both ends needs to be considered, and with the core messages and interactions based on a pull mentality, truth in advertising wins. So, does being "true" to all parties (our marketing-selves included) entirely negate the need to push? I am in complete agreement that pull beats push, and pull will always win, especially over the long term. And even when push is used as an initial launch strategy, it’s all pull eventually. (At least that’s my philosophy, and back-of-the-envelope read of the aggregate experience of long-lived brands!)

My sense is that true advertising success aka ‘performance marketing’ is all about context, both before/as advertisements are consumed, and perhaps more importantly, after they are responded to. Work by MIT Sloan alumnus Scott Brinker and his firm ion interactive, have demonstrated that it’s the engagement that occurs *after* advertisement consumption that has the most impact on conversion and/or actions leading to transaction or lead capture. Context at both ends needs to be considered, and with the core messages and interactions based on a pull mentality, truth in advertising wins. So, does being “true” to all parties (our marketing-selves included) entirely negate the need to push?

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