Push vs Pull: Best Mobile Marketing Strategies for Customers

Posted by Guest on October 18, 2012 · 4 Comments

In recent years, businesses of all sizes have embraced the mobile revolution and started connecting with consumers who are on the move. After all, worldwide smart phone usage has recently outpaced the use of personal computers, and mobile technology offers companies excellent opportunities to engage with customers in new and exciting ways. Text messaging, smart phone applications and mobile browsers are each unique venues for creating and crafting a company message to its current and potential customers.

With all the ways that businesses can connect to mobile consumers, it can be difficult to know where and how to invest the time and money necessary for a mobile marketing campaign. One area to consider is the seeming dichotomy between push and pull in marketing and advertising.

What do we mean by push and pull in a mobile environment? Though traditional advertising definitions are different, mobile push messaging includes anything marketers or advertisers send to a user without that user making a specific, one-time request. Mobile pull messaging is simply the opposite: it requires the user to make that request. With that in mind, what are some of the benefits – and pitfalls – to each strategy?

Push marketing is invasive. The technique used to push content via mobile networks bears a resemblance to traditional marketing and advertising strategies. Much like a commercial that interrupts a television program or an ad that pops up on a computer screen, mobile push happens without the request of the recipient. Many users resent unsolicited notifications, even if they’ve made an initial choice to opt in. Additionally, they may be wary of mobile push advertising – and for good reasons. Currently, up to 5% of free mobile apps use malicious advertising that can hijack a user’s phone and steal contacts.
Pull marketing can be more cost-efficient. In a mobile environment, pull messages are sent only upon request. For example, if a traveler to Chicago is looking for nearby pizza restaurants offering coupon specials, the results returned via a local search application would be considered pull messaging. And the investment in this type of marketing is minimal compared to more aggressive push strategies.
Which is better? Push marketing creates demand. Pull marketing only works – and maintains its cost-efficiency – if people are either already aware of your specific brand or actively looking for providers of your product or service. If the product you offer isn’t well known or a necessity, push marketing would seem to be the better option of the two.

So, which type of messaging is right for your business, your product, and your customers? First of all, the two are not mutually exclusive. Push messaging can be used to create an awareness of your brand, which will likely mean that more customers seek you out – offering the opportunity to use pull strategies. When it comes right down to it, a keen understanding of your customer base will be the key to developing an effective mobile marketing campaign whether you employ push, pull, or a combination of the two.

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and writes small business news. ChamberofCommerce.com helps small businesses grow their business on the web through their trusted business directory.

Image by Steve Snodgrass via Creative Commons

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http://twitter.com/Spike_Mobile Greg Lehman

Interesting article.

I’d have to say that I generally disagree that push marketing is ever something a business should do with mobile. Reaching someone in their pocket is such an intimate way to communicate with your customers. That’s both what makes it effective and what make the responsibility for ethical conduct carry a heavier burden than say placing an ad in the newspaper. Understandably people tend to be very angry and offended when they receive unsolicited messages. As you mentioned they may be wary of mobile push advertising and although you may reach a lot of people, you’ll pay much more to reach that many people and won’t see nearly the redemption rates you’d like.

On the other hand, using a pull method for mobile is much more effective in my experience. Our cell phones are very personal and therefore I believe it’s essential that permission is respected. As a business you may start off with a smaller list of contacts – but you know they have all opted-in and want to hear from you. As you send valuable and timely content to them and as you let people know about your mobile marketing campaign, your list will grow organically. Since they are free to opt-out at any time, you know that the list wants to hear from you. Redemptions in the 20-50% range are normal for us, because we plan, listen and respect the responsibility that comes along with mobile marketing.

I meet too many people who have been turned off by spam or push messages on their cell phones to ever recommend it as a strategy for a business. Just like social media, email or anything else: focus on quality, not quantity. If you give the right people what they want and when they want it, they’ll start telling other people without you even asking them.

Permission & Value are the two cornerstones I always refer back to when planning anything to do with mobile.
ShellyKramer

I agree completely, Greg. And if someone pushes messages to me on my device without me opting in, I get very, very annoyed. I consider that to be my “private” space. Great thoughts here – and absolutely spot on.
http://twitter.com/Spike_Mobile Greg Lehman

Thanks Shelly
iVision Mobile

Thanks for providing such a great post!