Pull, not Push Attracting Potential Users

1. Pull, not Push Attracting Potential Users
‫ﻧﻮروزي‬ ‫ﻋﻠﯿﺮﺿﺎ‬
‫ارﺗﺒﺎﻃﺎت‬ ‫و‬ ‫اﻃﻼﻋﺎت‬ ‫ﻋﻠﻮم‬ ‫دﮐﺘﺮاي‬
‫داﻧﺸﮕﺎه‬ ‫ﻋﻠﻤﯽ‬ ‫ﻫﯿﺌﺖ‬ ‫ﻋﻀﻮ‬
‫ﺷﻨﺎﺳﯽ‬ ‫وب‬ ‫ﻣﺠﻠﻪ‬ ‫ﺳﺮدﺑﯿﺮ‬

3. Pull / Push
• “Pull marketing” is marketing in which the customer
asks (i.e. “pulls”) information from businesses
(information centers).
• “Push marketing” is defined as marketing in which
information is pushed to consumers with little or no
initiation by the consumer.
• “Pull marketing” is marketing in which the customer
asks (i.e. “pulls”) information from businesses
(information centers).
• “Push marketing” is defined as marketing in which
information is pushed to consumers with little or no
initiation by the consumer.

4. 1.‫اﺳﺘﺮاﺗﮋي‬‫ﻓﺸﺎر‬/‫ﻞ‬‫ﻫ‬‫دادن‬)Push strategy(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫از‬‫ﻃﺮﯾﻖ‬‫اﺳﺘﻔﺎده‬‫از‬»‫ﻧﯿﺮوي‬‫ﻓﺮوش‬‫و‬‫ﺗﺮﻓﯿﻊ‬
‫ﺗﺠﺎري‬«‫ﮐﺎﻻﻫﺎ‬‫و‬‫ﺧﺪﻣﺎت‬‫را‬‫در‬‫داﺧﻞ‬‫و‬‫ﻣﺴﯿﺮ‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﺗﻮزﯾﻊ‬‫وارد‬‫ﺳﺎﺧﺘﻪ‬‫و‬‫ﻓﺸﺎر‬‫ﻣﯽ‬
‫آورد‬.
2.‫اﺳﺘﺮاﺗﮋي‬‫ﮐﺸﺶ‬)‫ﮐﺸﯿﺪن‬()Pull strategy(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫ﺑﺎ‬‫ﺻﺮف‬‫ﻫﺰﯾﻨﻪ‬‫زﯾﺎد‬‫و‬‫اﯾﺠﺎد‬‫اﻧﮕﯿﺰه‬‫در‬‫ﻣﺼﺮف‬
‫ﮐﻨﻨﺪﮔﺎن‬‫و‬‫ﺧﺮﯾﺪاران‬»‫ﺗﺒﻠﯿﻐﺎت‬‫و‬‫ﺗﺮﻓﯿﻊ‬‫ﺑﺮ‬‫روي‬‫ﻣﺸﺘﺮﯾﺎن‬«‫درﺻﺪد‬‫اﺳﺖ‬‫ﺗﺎ‬‫ﺗﻘﺎﺿﺎ‬‫را‬‫در‬
‫ﻣﺸﺘﺮﯾﺎن‬‫اﯾﺠﺎد‬‫ﮐﻨﺪ‬‫ﺗﺎ‬‫آﻧﻬﺎ‬‫ﺧﻮد‬‫ﮐﺎﻻﻫﺎ‬‫را‬‫از‬‫ﻃﺮﯾﻖ‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﮔﻮﻧﺎﮔﻮن‬‫ﺗﻮزﯾﻊ‬‫درﺧﻮاﺳﺖ‬
‫ﮐﻨﻨﺪ‬.
3.‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮﮐﯿﺐ‬‫ﻓﺸﺎر‬‫و‬‫ﮐﺸﺶ‬)Push & Pull(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫از‬‫ﻫﺮ‬‫دو‬‫اﺳﺘﺮاﺗﮋي‬‫ﺑﻪ‬‫ﺟﺎ‬‫و‬‫ﺑﻪ‬‫ﻣﻮﻗﻊ‬‫اﺳﺘﻔﺎده‬‫ﻣﯽ‬
‫ﻧﻤﺎﯾﺪ‬‫ﺗﺎ‬‫ﺑﺘﻮاﻧﺪ‬‫ﺑﺎ‬‫اﯾﺠﺎد‬‫اﻧﮕﯿﺰه‬‫در‬‫واﺳﻄﻪ‬‫ﻫﺎ‬‫و‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﺗﻮزﯾﻊ‬‫و‬‫ﻧﯿﺰ‬‫ﺧﺮﯾﺪاران‬‫و‬‫ﻣﺼﺮف‬
‫ﮐﻨﻨﺪﮔﺎن‬‫و‬‫ﻣﺸﺘﺮﯾﺎن‬‫ﺳﻬﻢ‬‫ﺑﺎزار‬‫ﺷﺮﮐﺖ‬‫را‬‫اﻓﺰاﯾﺶ‬‫دﻫﺪ‬.
‫اﺳﺘﺮاﺗﮋ‬ ‫ﻧﻮاع‬ ‫ا‬‫ي‬‫ﻫﺎ‬‫ي‬‫ﺗﺒﻠﯿﻐﺎﺗ‬‫ﯽ‬‫ﺗﺮﻓﯿﻌ‬ ‫و‬‫ﯽ‬:
‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﯾﺎﺑﯽ‬ ‫ﺑﺎزار‬ ‫ﻧﻮﯾﻦ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬‫ﺑﺎ‬‫زارﯾﺎﺑﯽ‬
1.‫اﺳﺘﺮاﺗﮋي‬‫ﻓﺸﺎر‬/‫ﻞ‬‫ﻫ‬‫دادن‬)Push strategy(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫از‬‫ﻃﺮﯾﻖ‬‫اﺳﺘﻔﺎده‬‫از‬»‫ﻧﯿﺮوي‬‫ﻓﺮوش‬‫و‬‫ﺗﺮﻓﯿﻊ‬
‫ﺗﺠﺎري‬«‫ﮐﺎﻻﻫﺎ‬‫و‬‫ﺧﺪﻣﺎت‬‫را‬‫در‬‫داﺧﻞ‬‫و‬‫ﻣﺴﯿﺮ‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﺗﻮزﯾﻊ‬‫وارد‬‫ﺳﺎﺧﺘﻪ‬‫و‬‫ﻓﺸﺎر‬‫ﻣﯽ‬
‫آورد‬.
2.‫اﺳﺘﺮاﺗﮋي‬‫ﮐﺸﺶ‬)‫ﮐﺸﯿﺪن‬()Pull strategy(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫ﺑﺎ‬‫ﺻﺮف‬‫ﻫﺰﯾﻨﻪ‬‫زﯾﺎد‬‫و‬‫اﯾﺠﺎد‬‫اﻧﮕﯿﺰه‬‫در‬‫ﻣﺼﺮف‬
‫ﮐﻨﻨﺪﮔﺎن‬‫و‬‫ﺧﺮﯾﺪاران‬»‫ﺗﺒﻠﯿﻐﺎت‬‫و‬‫ﺗﺮﻓﯿﻊ‬‫ﺑﺮ‬‫روي‬‫ﻣﺸﺘﺮﯾﺎن‬«‫درﺻﺪد‬‫اﺳﺖ‬‫ﺗﺎ‬‫ﺗﻘﺎﺿﺎ‬‫را‬‫در‬
‫ﻣﺸﺘﺮﯾﺎن‬‫اﯾﺠﺎد‬‫ﮐﻨﺪ‬‫ﺗﺎ‬‫آﻧﻬﺎ‬‫ﺧﻮد‬‫ﮐﺎﻻﻫﺎ‬‫را‬‫از‬‫ﻃﺮﯾﻖ‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﮔﻮﻧﺎﮔﻮن‬‫ﺗﻮزﯾﻊ‬‫درﺧﻮاﺳﺖ‬
‫ﮐﻨﻨﺪ‬.
3.‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮﮐﯿﺐ‬‫ﻓﺸﺎر‬‫و‬‫ﮐﺸﺶ‬)Push & Pull(
‫ﻧﻮﻋﯽ‬‫اﺳﺘﺮاﺗﮋي‬‫ﺗﺮوﯾﺠﯽ‬/‫ﺗﺮﻓﯿﻌﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫از‬‫ﻫﺮ‬‫دو‬‫اﺳﺘﺮاﺗﮋي‬‫ﺑﻪ‬‫ﺟﺎ‬‫و‬‫ﺑﻪ‬‫ﻣﻮﻗﻊ‬‫اﺳﺘﻔﺎده‬‫ﻣﯽ‬
‫ﻧﻤﺎﯾﺪ‬‫ﺗﺎ‬‫ﺑﺘﻮاﻧﺪ‬‫ﺑﺎ‬‫اﯾﺠﺎد‬‫اﻧﮕﯿﺰه‬‫در‬‫واﺳﻄﻪ‬‫ﻫﺎ‬‫و‬‫ﮐﺎﻧﺎل‬‫ﻫﺎي‬‫ﺗﻮزﯾﻊ‬‫و‬‫ﻧﯿﺰ‬‫ﺧﺮﯾﺪاران‬‫و‬‫ﻣﺼﺮف‬
‫ﮐﻨﻨﺪﮔﺎن‬‫و‬‫ﻣﺸﺘﺮﯾﺎن‬‫ﺳﻬﻢ‬‫ﺑﺎزار‬‫ﺷﺮﮐﺖ‬‫را‬‫اﻓﺰاﯾﺶ‬‫دﻫﺪ‬.

5. ‫ﮐﺸﺶ‬ ‫اﺳﺘﺮاﺗﮋي‬)‫ﮐﺸﯿﺪن‬(‫اﻃﻼﻋﺎت‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬
Info
InfoInfo
‫دﻟﯿﻞ‬‫ﻧﯿﺎز‬ ‫اﯾﺠﺎد‬ ‫و‬ ‫ﺳﺎزي‬:
‫ﮐﻨﯿﺪﮐﻪ‬ ‫اﯾﺠﺎد‬ ‫ﻣﻨﻄﻘﯽ‬ ‫دﻟﯿﻠﯽ‬
‫اﺳﺘﻔﺎده‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﮐﺎرﺑﺮ‬
‫ﮐﻨﺪ‬ ‫ﻧﯿﺎز‬ ‫اﺣﺴﺎس‬ ‫و‬ ‫ﻧﻤﺎﯾﺪ؛‬.
‫ﯾﺎ‬ ‫ﮐﺘﺎﺑﺪار‬ ‫ﮐﻪ‬ ‫ﮐﺎري‬ ‫ﺗﻨﻬﺎ‬
‫اﻃﻼع‬‫دﻫﺪ‬ ‫اﻧﺠﺎم‬ ‫ﺑﺎﯾﺪ‬ ‫رﺳﺎن‬
‫ﮐﻪ‬ ‫ﮐﻨﺪ‬ ‫ﮐﺎري‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﻦ‬
‫ﻧﯿﺎز‬ ‫ﻣﻮرد‬ ‫اﻃﻼﻋﺎت‬ ،‫ﮐﺎرﺑﺮ‬
‫ﺑﮑﺸﺪ‬ ‫را‬ ‫ﺧﻮد‬.‫اﺻﻄﻼح‬ ‫ﺑﻪ‬ ‫ﯾﺎ‬
‫در‬ ‫اﻃﻼﻋﺎﺗﯽ‬ ‫ﻧﯿﺎز‬ ‫و‬ ‫ﺗﻘﺎﺿﺎ‬
‫ﺷﻮد‬ ‫اﯾﺠﺎد‬ ‫ﮐﺎرﺑﺮان‬.
Info
InfoInfo
‫ﮐﺎرﺑﺮ‬
‫ﮐﺸﺶ‬ ‫اﺳﺘﺮاﺗﮋي‬:‫ﻣﯽ‬ ‫را‬ ‫اﻃﻼﻋﺎت‬ ‫ﮐﺎرﺑﺮ‬‫ﮐﺸﺪ‬)‫ﻣﯽ‬ ‫ﻣﺼﺮف‬ ‫و‬ ،‫اﻧﺘﺨﺎب‬‫ﮐﻨﺪ‬.(
‫دﻟﯿﻞ‬‫ﻧﯿﺎز‬ ‫اﯾﺠﺎد‬ ‫و‬ ‫ﺳﺎزي‬:
‫ﮐﻨﯿﺪﮐﻪ‬ ‫اﯾﺠﺎد‬ ‫ﻣﻨﻄﻘﯽ‬ ‫دﻟﯿﻠﯽ‬
‫اﺳﺘﻔﺎده‬ ‫اﻃﻼﻋﺎت‬ ‫از‬ ‫ﮐﺎرﺑﺮ‬
‫ﮐﻨﺪ‬ ‫ﻧﯿﺎز‬ ‫اﺣﺴﺎس‬ ‫و‬ ‫ﻧﻤﺎﯾﺪ؛‬.
‫ﯾﺎ‬ ‫ﮐﺘﺎﺑﺪار‬ ‫ﮐﻪ‬ ‫ﮐﺎري‬ ‫ﺗﻨﻬﺎ‬
‫اﻃﻼع‬‫دﻫﺪ‬ ‫اﻧﺠﺎم‬ ‫ﺑﺎﯾﺪ‬ ‫رﺳﺎن‬
‫ﮐﻪ‬ ‫ﮐﻨﺪ‬ ‫ﮐﺎري‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﻦ‬
‫ﻧﯿﺎز‬ ‫ﻣﻮرد‬ ‫اﻃﻼﻋﺎت‬ ،‫ﮐﺎرﺑﺮ‬
‫ﺑﮑﺸﺪ‬ ‫را‬ ‫ﺧﻮد‬.‫اﺻﻄﻼح‬ ‫ﺑﻪ‬ ‫ﯾﺎ‬
‫در‬ ‫اﻃﻼﻋﺎﺗﯽ‬ ‫ﻧﯿﺎز‬ ‫و‬ ‫ﺗﻘﺎﺿﺎ‬
‫ﺷﻮد‬ ‫اﯾﺠﺎد‬ ‫ﮐﺎرﺑﺮان‬.
‫ارزﯾﺎﺑﯽ‬‫اﻃﻼﻋﺎت‬:‫ﮐﺎرﺑﺮ‬
‫ﺧﻮد‬‫اﻃﻼﻋﺎت‬‫را‬‫ﻫﻨﮕﺎم‬
،‫ﻣﺼﺮف‬‫ارزﯾﺎﺑﯽ‬‫ﻣﯽ‬‫ﻧﻤﺎﯾﺪ‬.

8. Social media
Social media defined:
Social media has been defined as ‘a group of internet-
based applications that build on the ideological and
technological foundations of Web 2.0, and that allow
the creation and exchange of user-generated content.
David Schumann, Andy Artis & Rachel Rivera, ‘The
future of interactive advertising through an IMC lens’,
Journal of Interactive Advertising, vol. 1, no. 2,. 2001
Social media defined:
Social media has been defined as ‘a group of internet-
based applications that build on the ideological and
technological foundations of Web 2.0, and that allow
the creation and exchange of user-generated content.
David Schumann, Andy Artis & Rachel Rivera, ‘The
future of interactive advertising through an IMC lens’,
Journal of Interactive Advertising, vol. 1, no. 2,. 2001

9. Push marketing
• Push marketing (also called outbound marketing) is when a
brand takes steps to initiate an response from the consumer,
whether it’s from a billboard, direct mail or through a pop up
ad on a website. Benefits of push marketing include:
Creates brand awareness – by using broad marketing
techniques, push marketing reaches a large number of
consumers and passerbys (virtual or otherwise)
Control – because the brand is pushing out the message
onto the consumer, the communication is one way – and
the brand creates the message.
Conformity – all messages can look exactly the same
through print, email blasts and billboards. The brand has a
consistent and recognizable presence.
• Push marketing (also called outbound marketing) is when a
brand takes steps to initiate an response from the consumer,
whether it’s from a billboard, direct mail or through a pop up
ad on a website. Benefits of push marketing include:
Creates brand awareness – by using broad marketing
techniques, push marketing reaches a large number of
consumers and passerbys (virtual or otherwise)
Control – because the brand is pushing out the message
onto the consumer, the communication is one way – and
the brand creates the message.
Conformity – all messages can look exactly the same
through print, email blasts and billboards. The brand has a
consistent and recognizable presence.

10. Pull marketing
• Pull marketing (also called inbound marketing) relies brands jumping
into conversations already taking place about the brand, through digital
media and search engine optimization. In order for pull marketing to
work for your brand, consumers must be searching for topics related to
your service. Examples include: Google AdWords, SEO blogs/websites,
and Google sponsored ads. Benefits of pull marketing include:
Communication - since the conversation is taking place online,
brands have the opportunity for two-way communication. A
consumer may have a question, types it into Google, and the
sponsored ad on Google pops up first with the brand to answer the
question. A simple like on Facebook, Tweet or pin.
No Chase – Consumers come to the brand – there is no sending out
mailers or listsrvs. Instead, the brand plants the seeds and waits for
the consumers. (If you build it, they will come.)
Community – Through blogging, websites and social media, pull
marketing encourages narrative and community between brand and
consumer.
• Pull marketing (also called inbound marketing) relies brands jumping
into conversations already taking place about the brand, through digital
media and search engine optimization. In order for pull marketing to
work for your brand, consumers must be searching for topics related to
your service. Examples include: Google AdWords, SEO blogs/websites,
and Google sponsored ads. Benefits of pull marketing include:
Communication - since the conversation is taking place online,
brands have the opportunity for two-way communication. A
consumer may have a question, types it into Google, and the
sponsored ad on Google pops up first with the brand to answer the
question. A simple like on Facebook, Tweet or pin.
No Chase – Consumers come to the brand – there is no sending out
mailers or listsrvs. Instead, the brand plants the seeds and waits for
the consumers. (If you build it, they will come.)
Community – Through blogging, websites and social media, pull
marketing encourages narrative and community between brand and
consumer.

12. Pull or Push
1. Push Marketing: These are the channels that we use to
“Push” our message out to our customers and prospects. We
often use “Problem Identification” to help our target
understand why they need us and to build enough interest that
we can begin to have a conversation and hopefully a sale
2. Pull Marketing: These are the new “Social Media” channels,
the internet, your website and such. Your prospect identifies
their own problem “Problem Recognition” and then starts
looking for a solution, they go to blogs, forums, your website
and more to learn and research their decision long before you
ever hear from them! The question is are you actively
“Pulling” them towards you with a presence in those channels
that your customers are in!?
1. Push Marketing: These are the channels that we use to
“Push” our message out to our customers and prospects. We
often use “Problem Identification” to help our target
understand why they need us and to build enough interest that
we can begin to have a conversation and hopefully a sale
2. Pull Marketing: These are the new “Social Media” channels,
the internet, your website and such. Your prospect identifies
their own problem “Problem Recognition” and then starts
looking for a solution, they go to blogs, forums, your website
and more to learn and research their decision long before you
ever hear from them! The question is are you actively
“Pulling” them towards you with a presence in those channels
that your customers are in!?

13. Infomediaries: Pull or Push
• Infomediaries: firms that monitor a number of
media sources, presenting selected resources to
users either by “pushing” material to the user’s
desktop via e-mail, or by allowing users to
“pull” it from a specially tailored web site.
– Free source is “Google Alerts”
• Infomediaries: firms that monitor a number of
media sources, presenting selected resources to
users either by “pushing” material to the user’s
desktop via e-mail, or by allowing users to
“pull” it from a specially tailored web site.
– Free source is “Google Alerts”

14. Characteristics of the Push and Pull
Portions of the Supply Chain
Portion Push Pull
Objective Minimize cost Maximize service level
Complexity High Low
Focus Resource allocation ResponsivenessFocus Resource allocation Responsiveness
Lead time Long Short
Processes Supply chain planning Order fulfillment

15. Content Delivery Models
• Content pushed to customer based on pre-established
profile
• Content pushed to customer on-demand by publisher
• Content pulled by customer from the system
• Customer setup for each product authorized by publisher
– Mode of delivery (email, ftp (push/pull), physical
media)
– File type (publisher supplied or transform)
– File naming conventions
– Metadata format, contents, naming convention
• Content pushed to customer based on pre-established
profile
• Content pushed to customer on-demand by publisher
• Content pulled by customer from the system
• Customer setup for each product authorized by publisher
– Mode of delivery (email, ftp (push/pull), physical
media)
– File type (publisher supplied or transform)
– File naming conventions
– Metadata format, contents, naming convention

16. Promotional Mix Strategies
Push versus Pull