With the imbuement of technology within our endeavors, we observe businesses equip their supply chains with more and more attributes; this observed phenomenon, is a response to the ever ending wants and needs of their respective client-base. However, what defines the success of the above, is a concept that is resonated and linked with the efficiency of communication that is established through the organization's marketing channels.
Nowadays, value development is coexistent with its delivery, and to assist the development and efficient implementation of such delivery, the design and management of integrated marketing channels showcase the evident development opportunities that are found in their unique supply chain, going over their collaboration endeavors in their respective raw materials, components and manufactured goods.
Directly linked with the ideology behind integrated marketing channels and explored within the chapter, was the notion of pull and push marketing. The main discrepancies observed between push and pull, is found within the sequence of activities that aim to approach the consumer. In push marketing, the primary purpose focuses upon the promotion of products by " pushing" them into the environment of people. An evident example of such, can be found in sales displays at the nearest grocery store or a shelf of a discounted product. However, in pull marketing, the ideology behind it as well as the main purpose of its existence, is the development of a loyal following, and attract the customers to the product.
To address the concepts above in a more thorough manner, the utilization of push marketing acts as a promotional strategy where businesses take advantage of their offerings, in addition to common sale tactics such as special sales incentives in exchange for increased visibility within their evident competitive industry. The concept of push marketing is often observed when the main topic is revolved around a newly launched product or when striving to differentiate yourself from the competition in a niche or highly competitive market.(“Why you need a mix of push and pull marketing?,” 2016)
Moving forward, the notion of pull marketing touches upon an opposite approach, where the goal is to make customers move to you; hence, the term of " pull". While businesses use common sales tactics to attrack the attention of consumers, when attempting the push concept, common sight in the concept of pull, is the development of mass media promotions, word of mouth referrals and advertised sales promotions. The utilization of the pull mechanism, enables businesses to develop a deeper brand to consumer connection, as such, the target segmentation that is influenced by this, is more than often already informed about the company's offerings, and how their own wants and needs can be satisfied.(“Why you need a mix of push and pull marketing?,” 2016)
Before finalizing with this blog entry, to address the second concept required by the task, I will be answering one of the questions found at the end of the course presentation.
" Do you purchase more on mobile or instore"
Despite the reach of technology and its influence in my life, I find myself more tempted to purchase items instore, rather than online. While the temptation is higher when browsing online stores, with their higher variety of products, in addition to the number of discounts offered, either by the website itself or by third party applications (Honey), concepts such as delivery time, delivery costs and, often, the inconvenience of the item being delayed, the deal is sealed more often within a physical location, rather than an online environment.
References:
Why you need a mix of push and pull marketing? (2016, June 10). Retrieved from Innovatus Marketers Touchpoint website: http://marketerstouchpoint.com/blog/why-you-need-a-mix-of-push-and-pull-marketing
Designing and Managing Integrated Marketing Channels presentation - Strategic Marketing Management course - KAMK. Retrieved from: DevMoodle - Strategic Marketing Management Course.
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