We are all aware of advertising, and hopefully we are all aware that the commodity being sold to the advertiser is you and me. Advertising is ubiquitous in almost all aspects of our lives and is becoming more prominent event in places like schools. Though advertising is clearly increasing in all venues, from buses for Cherry Creek Schools, to inside Chicago subway tunnels, to the screens at the super-markets, its forms are shifting from methods that are pushed on the consumer to methods that encourage the consumer to "pull" the advertising when they are ready for the message. This change is because the Internet allows us to get content when we want it and ideally how we want it.
"Push advertising" refers to advertising that we cannot easily opt-out of. There are commercials on TV, billboards on the streets, telemarketers, advertisements in the super market, and recordings at the gas station.
"Pull advertising" relates to advertising you choose. This could be going to the website for a company or making the choice to click on an advertisement for more information. Most electronic "push advertising" allows for the consumer to pull more information if and when they want it.
What does this mean to me the consumer?
As a consumer it means that in time some of the advertising that we are exposed to may become less annoying. Telemarketers may learn that calling at dinner does not work, and TV advertisers will find ways to connect your TV viewing with your internet access to allow you to pull more information about their product or service on demand.
What does this mean to me as the marketer?
First, it means that you need to evaluate the content that you distribute and make sure that all things you do in advertising connect. Whenever possible, give out your web address (URL) and make sure your sites provides ways to pull information about your company. It means search engine optimization matters because you need to know that people can find you when they want to. Overall, it means you need to be nimble and able to adapt your marketing plan quickly.
Here are a few ideas:
- Provide a website that has lots of content about your product or services so consumers can pull information whenever they want it
- Remind and Inspire your clients and prospects with Email Marketing campaigns , making sure to include links to more information
- Add a blog and a presence on social networks so that you can update your content often without having to double check the formal structure of your website
