Pull marketing

Question

What is pull marketing?

Answer

Pull marketing takes the opposite approach to push marketing. The ultimate target of pull marketing is to draw the customers into buying the product or service being offered by a particular organisation. In order to do this, there are various techniques which include mass media promotions, advertised sales promotions and word of mouth referrals. This may therefore lead to brand loyalty and keep the customers coming back to buy products, which can benefit the organisation massively in maintaining a steady flow of income, rather than push marketing, which is more concerned with short-term sales revenue.

Pull marketing is also generally used to raise awareness about a product before it becomes available for a customer to purchase. A successful example of a pull strategy relates to toys for kids, in which children may see an eye-catching advertisement and heavily persuade their parents to purchase that particular product.

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