Contemporary marketing has meant that, instead of the offered product, the customer or opinion leader is now at the center of all promotional activities. Since the evolution took place not only in the marketing itself, but also in the consumer's approach to various forms of advertising, he began to more consciously search for information about the offer offered to him. Hence the need to distinguish between "pull" and "push" communication strategies. And the key to success is skillful balancing between them.
- What is a pull and push strategy?
- Examples, advantages and use of the pull strategy
- Does the pull strategy have any disadvantages?
- Examples, advantages and application of the push strategy
- Does the push strategy have any disadvantages?
- Push and pull strategy - examples of tools
- Differences between push and pull strategy
- Pull and push strategy - how to use them together?
- Kiedy strategia pull będzie skuteczniejsza niż push?
- Strategia push vs pull – którą wybrać dla nowej marki?
- Jak mierzyć skuteczność strategii pull i push?
- Why is it worth mixing push and pull strategies?
Marketing is constantly developing and influenced by the environment. Both the planning, implementation, coordination and control stages are consciously oriented towards meeting the client's needs and preferences. One of the basic assumptions of modern marketing concepts is targeting a specific customer (target group), creating a persona, instead of targeting everyone.
Marketing communication now has a much wider dimension. In order to tie customers to a given brand, you need to build a lasting and long-term relationship that requires constant stimulation of curiosity and attractiveness. Dialogue and information exchange have become the preferred form of communication. The aim of modern strategies is to provide customers with long-term value, and thus create lasting relationships with them.
What is a pull and push strategy?
Pull means pulling and push means pushing. Therefore, the pull strategy consists in activities that attract the customer to the brand, while push means that you direct the message directly to the recipient or contractor and make sure that it reaches the right place with it. The terms outbound and can also be used interchangeably inbound marketing.
Examples, advantages and use of the pull strategy
Często przekonanie, że klient wpisze w wyszukiwarkę nazwę Twojej firmy i natychmiast dokona zakupu, jest utopią. Zgodnie z teorią touchpointów, na client's decision-making process consists of repeated contact with the brand in different circumstances. It is only when you have built trust for a long time that you can count on the fact that at the moment of the trial, the client will actually recall your company from memory. For that to happen, you must first reach it with:
- video,
- podcasts,
- beautiful photos in social media,
- interviews,
- e-books,
- guides,
- history, biography.
Customers today are extremely sensitive to falsehood. The web is full of veiled advertisements and unverified information. Notice that the message of big brands is getting subtler. Sometimes there is no call to buy at all, and sometimes the pros and cons of various solutions are presented completely objectively. It happens that a brand cooperates with an influencer or an expert who does not "sugar", but honestly describes a given solution. This is because the pull strategy today requires a lot of finesse.
A perfect example strategy pull there are basically all business podcasts. Denise Duffield-Thomas from Australia offers women's courses, books and trips. Besides, it has a podcast and a feed on Youtube about how to earn. It would be virtually impossible to find people willing to travel for several thousand dollars among women who have never heard of her. Hence the strategy pull used in practice. Most people "start" with free content. They buy a book over time. Later, it's time for a course or other more expensive products. The philosophy is very similar Girlboss (Sofia Amaruso) in the USA or Lady Of Your Time in Poland. This is no coincidence - this strategy just works!

Does the pull strategy have any disadvantages?
Strategia pull pozwala uzyskać nieocenione sales support with the help of valuable content. However, it can also have several disadvantages:
- if the offer is not good, the customer will be satisfied with the content, and he will do the shopping with the competition
- when client path it is riddled with obstacles, the customer will read the articles or watch the videos but buy nothing
- if marketing communication is not clear, the client will read the content but won't know what to do next
- if the content is not interesting, yes communication strategy it will not work at all.
We can say that strategia pull będzie droższa, a przy tym obarczona większym ryzykiem. Jeśli nikt nie trafi na dane treści lub nie będą one interesujące, to właściwie tak, jakby żadnej strategii nie było… Z drugiej strony zalety takiego podejścia są tak wyraźne, że większość poważnych marek nie ignoruje dziś siły artykułów sponsorowanych, poradników, zdjęć z lokowaniem produktu czy video.
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Examples, advantages and application of the push strategy
Strategia push to codzienność każdego komiwojażera. W sieci jej elementem będzie corporate website, advertisements and banners. Push marketing is about reaching the customer with the offer. The form is of secondary importance here. You may have seen the statistics that for every 100 cold-mail or phone calls there are 1-2 sales. It doesn't sound very impressive, but the stats of a good seller are so much better.
Poza tym przy dużej skali liczby te zaczynają robić wrażenie, a koszty takiej strategii zazwyczaj nie są duże. Przykład strategii push this canvassers telecommunications companies who call customers and ask directly if they need a new phone. Another example is flyers, posters and banners advertising a pizzeria across town. Even if you don't feel like having a pizza, you might end up giving in as it seems like the simplest solution.
Does the push strategy have any disadvantages?
Synonimem natrętnego sprzedawcy jest właśnie ten używający strategy push. You need to feel your client, because some people just hate such techniques. It might seem like a minor problem on the web where you can hide behind banners or mailing. Here, however, strategy lovers push also do not have an easy life. Lots of people use ad blockers and spam filters.
The very protection of personal data and rights is on a different level than several dozen years ago - you can not call random people from the phone book or invade them at home. The number of TV viewers is decreasing, and services are popular on the web streaming - many of them have no advertising. All this makes even the best strategy push may not be effective. This therefore you have to invest in mix strategy pull and push.

Push and pull strategy - examples of tools
Strategia komunikacji typu „push” obejmuje zastosowanie narzędzi, za pomocą których „wypychamy” treści w stronę odbiorcy. Informacje są łatwo dostępne, a odbiorca nie musi sam ich szukać, wystarczy, że po nie sięgnie. Przykłady narzędzi typu push” to: newsletter, e-mailing, spotkania bezpośrednie, SMSy, telefony, komunikatory, kampanie Google Adspresence at fairs and exhibitions,
The pull communication strategy involves the use of tools that recipients must reach for themselves, so they must look for them in order to become aware of their existence. Examples of "pull" tools are: newspapers, blogs, social media, portals, e-books, events, word of mouth marketing.
Some tools used in communication can be classified as both types - push n pull. For example, the Internet - if we use it in the form of a website, it is a "pull" tool, if in the form of messengers or e-mails, it is a "push" tool. Distinguishing the nature of tools is important due to the fact that "pull" tools require additional activities related not only to their effective use, but also to promoting them so that they become present in the awareness of recipients.
Differences between push and pull strategy
Strategia typu „push” kreuje określoną potrzebę i jest skierowana do bezpośredniego odbiorcy przykazu. Jest bardziej agresywna i stosowana najczęściej w przypadku mniej znanych i słabiej rozpoznawalnych marek oraz dla start-upów. Opiera się na zasadzie „marketingu za przyzwoleniem” (aby otrzymać informacje, klient najpierw wyraża na to zgodę). To koncepcja bezpośrednich działań wywierających wpływ na potencjalnych klientów, aby zachęcić ich do zakupu lub zmiany postrzegania marki. Jej celem jest informowanie konsumentów o ofercie, wizji i misji firmy, aktualnych promocjach i innych korzyściach wynikających z zakupu określonych produktów lub usług.
Strategia typu „pull” powoduje wzrost potrzeb klienta. Jest mniej agresywna i opiera się na dostarczeniu tzw. „wartości dodanej”, dlatego jest bardziej kosztowna. Jest efektywna w przypadku znanych firm i rozpoznawalnych marek. To koncepcja, która zakłada, że klient wymaga informacji i świadomie jej poszukuje, identyfikując się z wartościami konkretnej marki.
O ile w przypadku strategii „push” celem firmy jest dotarcie z przekazem do szerokiego spektrum przedstawicieli łańcucha dystrybucyjnego, o tyle w strategii pull działania komunikacyjne kierowane są głównie do klientów końcowych, budując u nich potrzebę posiadania konkretnego produktu lub usługi.

The recipient of "push" messages has no influence on what content ultimately reaches him, while the recipient of "pull" messages is aware of his needs, therefore he conducts a creative dialogue with the brand.
Pull and push strategy - how to use them together?
Consider that web users increasingly only see content from profiles that they previously liked, subscribed to or started visiting. Even if they see an ad, they can block the sender in the future. Meanwhile, from the profiles of influencers, own brands and brands close to the user's heart, the advertising message flows in a wide stream around the clock. You may have noticed how carefully brand profiles on Instagram or YouTube are kept today. Even the most luxurious ones take care to reach the young and surprise the elderly. All this is because today the decision-making power is largely on the side of the consumer, who can at any time "silence" the message that no longer suits him.
Your customers expect specific communication from your brand.
Do you know their needs? How well do you communicate about it?
Nowadays, a mix of pull and push strategies is often what works best. Suppose a customer wants to buy a car. He's likely to spend a lot of time comparing models on the web, reading reviews, and looking at reviews on social media. Then, however, he will make an active effort and visit the salon. In this example, the pull strategy worked, where the customer was "attracted" to the company with their advertising materials, and also "push" when he had nothing else to do than visit the store in person. In our work, we often deal with a combination of these two methods. However, it cannot be done without realizing what it is strategia promocji push i pull.
Kiedy strategia pull będzie skuteczniejsza niż push?
Wybór między strategią push i pull marketing zależy od wielu czynników, takich jak charakter produktu, etap jego życia na rynku oraz zachowania konsumentów. Strategia pull jest szczególnie efektywna w przypadku produktów o ugruntowanej pozycji rynkowej, gdzie istnieje silna świadomość marki. Klienci, znając produkt, sami aktywnie go poszukują, co sprawia, że działania promocyjne koncentrują się na budowaniu lojalności i dostarczaniu wartościowych treści. W takich przypadkach push and pull strategia może być zbalansowana, ale to właśnie elementy strategii pull odgrywają kluczową rolę w przyciąganiu świadomych konsumentów.
Strategia push vs pull – którą wybrać dla nowej marki?
Dla nowo powstałej marki kluczowe jest zbudowanie rozpoznawalności i zdobycie zaufania konsumentów. W tym kontekście strategii push i pull marketing muszą być starannie dobrane. Strategia push może być bardziej efektywna na początkowym etapie, gdy marka jest jeszcze nieznana. Poprzez intensywne działania promocyjne, takie jak reklamy, promocje cenowe czy bezpośredni kontakt z klientem, firma może szybko zwiększyć świadomość swojej oferty. Jednak w miarę wzrostu rozpoznawalności, warto stopniowo wprowadzać elementy strategii pull, takie jak content marketing czy angażowanie społeczności w mediach społecznościowych, aby budować trwałe relacje z klientami.
Jak mierzyć skuteczność strategii pull i push?
Ocena efektywności działań marketingowych jest kluczowa dla optymalizacji budżetu i osiągania zamierzonych celów. W przypadku strategii push i pull marketing, różne metryki mogą być zastosowane. Dla strategii push, wskaźniki takie jak liczba nowych klientów, wzrost sprzedaży w krótkim okresie czy efektywność poszczególnych kanałów promocyjnych są istotne. Natomiast strategia pull koncentruje się na długoterminowym zaangażowaniu klientów, dlatego warto analizować wskaźniki takie jak ruch na stronie internetowej, czas spędzony na stronie, liczba subskrypcji newslettera czy poziom interakcji w mediach społecznościowych. Przykłady strategii push i pull wskazują, że kombinacja obu podejść wymaga monitorowania zarówno krótkoterminowych, jak i długoterminowych wskaźników sukcesu, aby w pełni ocenić skuteczność działań marketingowych.
Why is it worth mixing push and pull strategies?
The effective use of tools that make up a communication strategy depends primarily on the complementarity of individual activities. The first step in creating an effective communication strategy, involving the use of "pull" and "push" tools, is a thorough understanding of customers: their needs, decision-making processes, expectations, methods of problem solving and obtaining information. Satisfying customers' needs is not enough. It also matters enterprise competitiveness. An organization must create a competitive advantage, that is, give a reason why its offer will be noticed and selected.
The real source of stable growth and profitability of the company is the loyalty of valuable customers. Customers are now assets of an enterprise: the longer they are kept, the more they contribute to value creation. Communication strategies like "pull"Attract the attention of recipients, while strategies such as"push”They maintain mutual relations.

Choć w teorii obie strategie – push i pull – stoją do siebie w opozycji, w praktyce wzajemnie się uzupełniają i działają na zasadzie synergii. Gdy dana marka wchodzi na rynek na początku realizuje strategię typu push, wiedząc jednocześnie, że celem jej działalności jest skuteczne realizowanie strategii typu pull, za pomocą, której można budować trwałe i wartościowe relacje.
Knowledge in a pill:
What is a pull strategy?
The pull strategy consists in attracting customers to a given brand by means of videos, podcasts, interviews, guides, e-books, etc. It is a necessary sales support with the help of appropriate content.
What is the push strategy?
The push strategy is focused on reaching the customer by means of: a website, advertisements, newsletters, telephone calls, banners, etc. The form does not matter much, it is important that the information is easily available and the recipient does not have to look for it.
How to use push and pull strategies together?
To use both strategies together, you need to understand customer needs, decision-making processes, expectations, and how to solve problems and obtain information. Pull communication attracts the attention of customers, and push – maintains mutual consumer/brand relationships.