Pull marketing is any method a company uses to generate demand for a product. This is contrasted with “push” marketing, which is a strategy intended to sell out an existing supply of a product.
Modern pull marketing uses various media channels to generate interest about a product or company, encouraging customers to seek out the product or company on their own. This is especially popular and effective within Internet marketing, because pull marketing benefits greatly from independent social behavior like word-of-mouth and the “viral” content effect.
Companies that produce or sells goods can use pull marketing to raise awareness about a product before it becomes available for purchase. Though the results of the marketing campaign are not certain until the product is made available, the manufacturer can save money on production costs by producing fewer units of the product prior to launch, and using the money they save to invest in pull advertising.
In diesem Blog Beitrag widmen wir uns dem Thema Pull Marketing und befassen und mit dem Inbound Marketing für ein nachhaltiges Kundenwachstum. Wir beleuchten die genaue Funktionsweise non dieser Marketingstrategie und erläutern Dir zusätzlich wichtige Begriffe aus den Bereichen Neukundengewinnung im Internet und Onlinemarketing
A pull marketing campaign is customer-focused, but should still start with the analysis of the product the company wants to sell. The company needs to determine what the product’s key features are and who is most likely to demand it through extensive market research.
If, for instance, a company wanted to open an ice skating rink during the winter, the company should start researching several months before the season to learn the who, what, where, when, and how of creating an ice skating rink in the area. This research could consist of analyzing demographic data about surrounding neighborhoods, and surveying people in a high-traffic area like a shopping mall to find out who is most interested in ice skating.
Conversion Rate
The desired action can take many forms, varying from site to site. Examples include sales of products, membership registrations, newsletter subscriptions, software downloads, or just about any activity beyond simple page browsing.
A high conversion rate depends on several factors, all of which must be satisfactory to yield the desired results — the interest level of the visitor, the attractiveness of the offer, and the ease of the process.
The interest level of the visitor is maximized by matching the right visitor, the right place, and the right time.
The attractiveness of the offer includes the value proposition and how well it is presented. It is worth noting that small, impulse items typically have a higher conversion rate than large, shopping items.
Die Conversion Rate und dessen Berechnung ist ein wichtiges Element im Online Marketing. Sie zeigt an, wie viele Besucher Deine Website tatsächlich ansehen und sich für Deine Produkt oder Dienstleistung interessieren und sie am Ende kaufen. Die Formel zum berechnen der Conversion Rate spiegelt das Verhältnis von Webseiten Besuchern zu Käufern bzw. Kunden dar. Es spiegelt daher vorzüglich die Bewertung unserer Bemühungen im Bereich Werbung und Online Marketing wieder.
The visitor’s ease of completing the desired action is dependent on site usability which includes intuitive navigation and fast loading pages.
Branding Marketing
There is a lot of confusion around branding, there are multiple definitions, so what is branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.
Today brand is a bit more complex, but even more important in today’s world of marketing.
Beim Thema Branding Marketing geht es im allgemeinen um den Aufbau einer Marke und damit auch den Unternehmenswert. Gerade bei der Neukundengewinnung im Internet spielt das eine wichtige Rolle. Der Begriff Branding Marketing beinhaltet dabei gezielte strategische Maßnahmen, um einen Marke auch Brand genannt, mit gezielter Werbung zu etablieren.
It’s the perception that a consumer has when they hear or think of your company name, service or product. That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers, it’s influenced by the elements, words, and creativity that surround it.
