In the first place, the Pull marketing strategy aims to increase the demand for the product. It is done by pulling the customers towards the product. Above all, They aim to encourage customers to buy their product. This increases the demand for the product in the market. Finally, it leads to higher profits for the company. For example, A company promotes its product using various promotional strategies. These include advertising, email marketing, or social media, etc. As a result, this would create brand awareness among the general public. Further, instigate the demand online as well as retail stores. This will lead to bulk orders for the company online as well as offline (retail) stores. In this case, the company pulls the customers towards the product.
WHAT’S IN IT
WHO USES PULL MARKETING?
Companies producing or selling goods use pull marketing strategies. It helps to create brand recognition among the public.
However, The results of pull marketing techniques are not assured. You can save some money from the production process. Instead, put it into the pull strategy. Subsequently, This would create consciousness about the brand in the market. Further, lead to higher demand for the product in the market. Moreover, this would even result in a genuine review. This would further help in making the product better. Finally, you can sell your product at a higher price. Generally, companies offering products belonging to a higher price bracket use a pull strategy. As the push marketing strategy is not found to be as useful Ultimately pull strategy comes into action. However, It is even possible to use both pulls and push marketing strategy at the same time.
ADVANTAGES OF PULL-IN MARKETING
1 DIRECT CONTACT
You can have direct contact with your customers, which adds to customer loyalty and as the loyalty of customers increases, it is very much beneficial for the company as to retain existing customers is more easy than making new.
2 BRAND EQUITY
It focuses on brand equity and social value as it is one of the major factor of the company to pay attention.
3 ELIMINATES OUTBOUND MARKETING
As the customers are actively participating to know about the product. Therefore, there is no need to do outbound marketing.
4 TEST AND REVIEW
Through this marketing strategy, you can quickly launch your product. You can create consciousness among customers. Receive genuine reviews and feedback from the customers.
DISADVANTAGES OF PULL-IN MARKETING
1 NO GUARANTEE
There is no guarantee regarding the effectiveness of this technique. Generally, it works potentially on high brand loyalty companies.
2 LONG DURATION
It takes a higher time to convert customers. As the customers compare the products of various sites They then make decisions to buy any product.
3 REQUIRES STRONG MARKETING EFFORT
It is necessary to provide a stable market effort. Otherwise, the consumer will check out your product but later settle for a similar product from any retail store.
CAREERS IN PULL MARKETING
There are various careers in this field some of which are→
1 MARKET RESEARCHER
2 PUBLIC RELATION REPRESENTATIVE
3 BRAND MANAGER
1 MARKET RESEARCHER
Knowing the market where you are going to run your campaign is one of the basic needs of this marketing. As a result, a company needs a researcher to gather information. He plans the target of the advertisement. Moreover, He even studies what the customer is most likely to buy. The market researcher, to his work, conducts various surveys. Also, he examines the present market status. In brief, You can enter this field if you have an analytical mind. Also, you need to be good at communication skills.
For a market researcher, a degree in marketing, business, psychology, or sociology. Any prior knowledge of customer relations is very useful. Moreover, strong computer knowledge is vital for research.
2 PUBLIC RELATION REPRESENTATIVE
Pull-in marketing needs a corporation to communicate with the customers. A promotion specialist can be a company proxy for attending the outside entities. Thereby, This includes a lot of one-to-one interaction.
Above all, you should have a degree in marketing, business, sociology, or psychology. Furthermore, The call center’s job experience can be beneficial.
3 BRAND MANAGER
Brand management can be a leader’s role in many marketing groups. Brand managers are present in the formation of a product at every level. They research the competitor’s product. They try to check out the possible problems the company has to face. Next, it also identifies the upcoming market opportunities. Moreover, he even has a check on the finances of the marketing team.
In addition to an academic degree or a degree in marketing, business, or communications. A brand manager should have a few years of experience in selling or marketing. Further, Brand management requires leadership abilities.
REASONS TO PRACTICE PULL MARKETING TECHNIQUES
1 INTERNET REVOLUTION
The internet and social media have changed the buyer’s behavior. Almost 50% of the world’s population has access to the internet. This is increasing.
2 MORE TARGETED SEARCH
The search engines have travelled a long way. They have upgraded user’s experiences over all these years. The users get with more precise search results in less time.
3 SOCIAL MEDIA’S INFLUENCE
Social media has been one of the most growing influential platforms. It has been growing since 2010. Also, there have been about 2.3 billion active accounts on social media.
KEY ELEMENTS OF PULL MARKETING STRATEGY
There are various critical elements of the pull technique, some of which are
High-quality content is to be given to the audience.
Your content is your face, and it should depict you as an industry expert. Your content should target and cater to the needs of the market. Furthermore, You can use various social media platforms or platforms. Like articles, blogs, white papers, mobile apps, webcasts, and videos. These help to spread your content.
You can check-out the cause and effect of all marketing activities performed by you. Further, You can take the help of advanced analytics. Also, other resources like personalized dashboards are in use. These resources help you to keep a check easily. You can check-out on what various social media influencers and the audience has to say about you. Moreover, you can even get genuine reviews. Also, the customer’s feedback about your product.
With technology, we can get all the progress and effect of pull marketing strategies in one place. You can get to know what your customer’s requirements are. You can know what they are looking for. Through technology, you can also track your marketing progress in real-time.
There are various available resources to promote your product. You can use various social media platforms like Instagram, Facebook, etc. Also, mixing these resources can help you attract a lot of customers.
5 CONTINUOUS IMPROVEMENT CYCLE
The continuous improvement cycle helps you to improve your work. By this, you can check your customers, your market. Also, your inbound marketing activity for betterment in your results
UTILITY OF CREATING A PULL STRATEGY
Pull-in marketing is found out to be doing better. If the comparison is between a traditional push marketing strategy. As the buyer’s behaviour has been changed This has changed with the growth of the web and social media. This strategy makes it easier and cost-effective to make sales. This, in turn, increases your reach and customer base.
Pull-in marketing strategy increases the demand for the product by pulling the audience towards the product. They convince the customers to buy their product, which increases the demand for the product. This finally gives higher gains to the company. The results of the pull technique are not guaranteed. Pull-in marketing is found to be doing better in comparison to traditional push marketing strategy. As the buyer’s behaviour has been significantly changed. This has changed with the growth of the web and social media. This strategy makes it easier and cost-effective to make sales.