How Pull Marketing Overcomes Marketing Clutter – by Christopher Ryan
I suspect that I am not the only one who is frustrated by the increasing amount of advertising clutter. Watching television has become increasingly painful as it seems to be little bits of content (entertainment) interspersed with dozens of commercials. Talk radio is even worse, with 45-50 percent of the airtime devoted to the non-talk part (commercials, PSA’s, news, etc.).
To get away from radio commercials, we subscribe to Sirius/XM Radio. And like most households, the Ryan family has a DVR that we use to tape programs. Basically, we do whatever we can to avoid unwanted promotions including not answering the phone when we don’t recognize the number and pretending to be away when solicitors come to the door.
I like to watch sporting events live, particularly football and golf. But it has become tough to endure the endless repetitive commercials for cars, ED medicines, etc. The remote control helps, but even if there are two games on simultaneously, as often as not, there will be commercials on both networks. Just for the heck of it, instead of watching the football game last Sunday, I logged onto the NFL Network (nfl.com) which offers a play by play synopsis of every NFL game. This made me realize how much time elapses between actual on-the-field football actions.
Because consumers learn to tune out promotional clutter, push marketers need to constantly find new ways to get their message across. For examples, many Website videos now have a commercial introduction. Taxicabs carry large advertising posters. Web banner ads are more prevalent and harder to turn off. Telephone reps ignore the fact that you are on the do-not-call list and door-to-door salespeople ignore the “Do not solicit” sign on your front door. Even restrooms are plastered with promotions. Is there nowhere to hide?
The battle between consumers and push marketers will go on with the latter trying to come up with new and clever ways to force the former to listen and respond to their promotions. But I submit that a much better plan is to figure out a way to attract a larger share of the people who are already interested in what you offer and then convince them to do business with you. This is “pull marketing” (also known as inbound marketing) and it is what we practice at Fusion Marketing Partners. Pull marketing works in both the B2C and B2B marketing. Give it a try. Your prospects will be happy that you did so.
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