Push Marketing *part1*

What is Push Marketing?

Push marketing focuses on taking the product to the customer, and putting the product in front of the customer at the point of purchase. This type of marketing strategy hopes to minimize the amount of time between a customer discovering a product and buying that product. To accomplish this, companies use aggressive and wide-reaching ads to make the biggest and most immediate impact they can on customers.

Traditional marketing is often synonymous with push marketing. Classic marketing strategies like primetime television advertisements, buy one get one free coupons, and direct mail catalogs are all examples of push marketing. This marketing strategy casts a wide net in the hopes of grabbing as many potential customers as possible. It does not try to build relationships with customers but focuses only on pushing products towards them. Statements about value, quality, and innovativeness are emphasized to try and create immediate customer demand.

The greatest advantage of push marketing is that it produces quick results and makes clear statements to customers. It is less concerned with branding, and more concerned with creating an instant demand for a new product.

The major disadvantage of push marketing is that it can be expensive and only produce temporary effects. Since the goal is not to create long-term customer relationships, push marketing strategies have to constantly make new pitches about the value of products. It keeps the customer at a distance, meaning they must constantly be reengaged.