Why You Need a Mix of Push and Pull Marketing

What is push marketing?

Push marketing is an outbound marketing approach in which businesses control when promotions run, what they say and how often they appear. Rather than waiting for buyers to go looking for a solution, push marketing puts the message in front of them first. The goal isn’t subtle discovery; it’s to grab attention, create awareness and encourage quick engagement.

“Push marketing is any kind of marketing that pushes your message or company out to the world,” explained Mackenzie Deater, content director at Budget Dumpster. “Push marketing is inherently disruptive — a telemarketer, a door-to-door salesman, even the Girl Scouts asking if you’d like to buy some cookies outside the supermarket. [They] all get their message out by somehow interrupting the natural flow of your day.”

Examples of push marketing

Push marketing includes a range of tactics designed to reach buyers through direct outreach.

“Consumers are not actively seeking your services; instead, you’re placing your product or service directly in front of them,” noted Shagun Chauhan, sales business development manager at Kology. “Push marketing can take many forms, including cold emailing, display advertising, face-to-face sales and trade show promotions.”

Common examples of push marketing include:

• Billboards and digital out-of-home (DOOH) advertising
• Pamphlets and flyers
• Product displays in brick-and-mortar stores
• Radio and TV commercials
• Trade show exhibits
• Direct selling in showrooms
• Direct mail postcards and letters
• Retargeting and display ads on websites

While some consider push tactics old-fashioned, they can still be effective when executed well. For example, despite the shift toward digital channels, direct mail continues to deliver strong returns. Research from the Association of National Advertisers found that direct mail sent to house lists generated an average return on investment of 161 percent, making it one of the highest-performing channels included in the study.

What is pull marketing?

Pull marketing, also known as inbound marketing, makes your product or service easier for prospects to find while they research possible solutions. Instead of interrupting buyers, pull tactics focus on showing up at the right moment in the decision-making process.

“Pull marketing works to draw consumers into your brand by offering valuable content — how-to videos, infographics, step-by-step blog posts or webinars — that puts the consumer’s needs first,” explained Mackenzie Deater. “The consumer decides whether the content is right for them and explores it on their own time.”

Examples of pull marketing

Pull marketing requires strategic foresight. Instead of forcing engagement, businesses focus on building value that encourages prospects to seek them out on their own.

“[Pull] marketing is when the customers come to you,” Chauhan noted. “It usually generates interest in a product or company, prompting customers to explore your offerings on their own. Pull marketing strategies are often digital, with examples including social networking, sales promotions and word-of-mouth marketing.”

Additional examples of pull marketing include:

• Search engine optimization (SEO) strategies
• Targeted search engine marketing
• Pay-per-click (PPC) advertising based on search intent
• Email marketing campaigns, such as email newsletters and opt-in email marketing programs
• Social media marketing
• Content marketing, including white papers, ebooks and guides
• Media coverage and public relations
• Blog posts on relevant topics

Push vs. pull marketing: Why you need both

Most successful businesses don’t treat push and pull marketing as an either-or decision. Instead, they use a mix of both. Push marketing is often used to create immediate awareness and support short-term sales goals, while pull marketing helps build brand credibility, increase sales and boost customer loyalty over time. Used together, these approaches allow businesses to meet customers at different stages of the buying process and drive more consistent results.

When to use push marketing

Push marketing tends to work best when visibility is the immediate goal. It’s often used to put goods or services in front of prospects quickly, particularly when a brand is new, awareness is low or timing is critical. For that reason, push strategies are common among newer companies building an audience and established businesses rolling out a new product or offer.

“Push marketing is most beneficial for startup companies or when one is launching a new product or service,” Chauhan noted. “Raising awareness is crucial because, without push marketing, consumers may not know about your new product or services.”

Push marketing is also better suited for driving immediate engagement than for nurturing long-term relationships.

You may want to use push marketing in the following situations:

• To build awareness and establish a customer base as a new company
• To reach a new audience or customer segment
• To increase brand visibility in a new or competitive market
• When launching a new product or service
• To promote limited-time offers or move inventory quickly

When to use pull marketing

Today’s buyers tend to seek out information before making a purchase. They research products and services, ask friends for recommendations and read online reviews. Once a need becomes clear, many prospects turn to search engines, social platforms or trusted content sources to explore their options.

To support this behavior, your website should be current, informative and supported by credible customer reviews. Encouraging satisfied customers to share their experiences can help, as can publishing helpful, relevant content across multiple channels, including social media.

Pull marketing is especially effective in the following situations:

• When potential customers already know what they’re looking for
• For complex or higher-consideration products that typically require research
• To inform and engage prospects after they’ve interacted with push marketing
• To nurture relationships with interested buyers who aren’t ready to purchase yet
• To strengthen and grow customer relationships
  
  

Even businesses in their early stages can start building a pull strategy. Prioritizing your website and gradually building online communities helps lay the groundwork for long-term visibility and trust.

Comparing push and pull marketing

“Looking at push and pull marketing side by side, pull marketing tends to be more relationship-focused,” explained Deater. “It works by offering consumers the information or answers they’re actively seeking. When they have a positive experience with that content, they’re more likely to return to the brand when they’re ready to take the next step.”

By contrast, Deater noted that push marketing is more disruptive by design and often encourages consumers to act quickly, which can lead to faster sales.

Chauhan highlighted three core differences between the two approaches:

• Strategy: Push marketing prioritizes immediate visibility by highlighting offers or unique selling points. Pull marketing focuses on building familiarity and trust over time by helping prospects learn about a brand and its solutions.
• Channels: Push marketing often relies on mass or outbound channels, such as email, TV, radio and in-person outreach. Pull marketing is more targeted, commonly using SEO, PPC and social media to attract interested audiences.
• Cost: Push marketing typically requires a higher upfront investment, such as ad spend or purchased lists. Pull marketing demands ongoing effort and content creation, but often delivers a lower cost per acquisition over time.

Push and pull marketing both play a role in helping businesses grow while better managing the sales pipeline. Push tactics tend to generate early interest, while pull marketing helps buyers research their options and decide when they’re ready to move ahead.