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digital marketing referred to television and radio

advertisements. Every product was 'space age' and guaranteed to

satisfy every need of the consumer. Societal Marketing was the

catch word in every advertising firm, all the products were given

a slant as beneficial to the well-being of society. "Drink Coke!

You'll Go Better Refreshed!" implied more energy for working,

family, and community. Pepsi came out with their socially

conscious slogan for the new era in 1961: "Be Sociable".
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Today digital marketing has moved far beyond the limits of

television and radio, moving on to the almighty internet. Via the

internet we find digital marketing in the form of social media

and mobile web use. Digital media, on the other hand, can include

interactive screens in public places. All these swift technical

advancements over the last few decades have pushed digital

marketing to new depths; the result for marketers is a choice

between Pull and Push. Let's take a look.
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Pull digital marketing refers to the user having to find and

select information through digital means, such as the internet.

In other words, the user 'pulls' content from platforms such as

websites, blogs, and video databases (YouTube). Obviously there

are huge benefits to the Pull. Internet users carry out a search

on any subject under the sun, and therein lies the freedom of

marketers to make sure their particular set of information is

available in the search results. Since the requests for

information are voluntary, the amount of content is unlimited.

For example a user begins a search for 'top cell phones of 2011'

and is met with millions of hits. Each link leads to a website

that can't contain an unlimited amount of information, relevant

of not. Since the user made the choice to click on the link, the

Pull has been completed.

For any savvy internet user the downfalls of the Pull are

obvious. It takes an enormous amount of effort, technical savvy

and creativity to get your set of information into a search

engine result. In fact, an entire professional industry has been

created to assist marketing departments with the task: Search

Engine Optimization. It is the job of SEO's to improve the

visibility of a website through the use of an internet marketing

strategy, and whole host of (often top secret) methods. One of

the other most obvious disadvantages to the Pull as it applies to

television and radio has been felt since radio was first

commercialized. The content is being broadcast, but someone has

to actually hear it (or see it in the case of television) for the

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Push digital marketing is far more invasive than the Pull. It

involves the marketer sending (or pushing) messages to the users.

The Push can occur via an email newsletter, but crosses over to

the Pull because the user initially requested to be a part of the

mailing list. Digital screens in public places such as airports

and shopping malls are examples of the Push. Real estate brokers

often use this method of the Push to advertise properties. The

flexibility inherent in a technical interface and the impact on

the client is of great benefit to the profession. In a broader

sense, the creator of the message pushes information towards the

target market. Advantages to the Push include the speed at which

the message is carried to the target. There is no waiting or

finagling to be found by the market, the marketer simply pushes

the information to the target. The delivery of the information is

also much more accurate and less likely to be blocked by the

user.

The biggest disadvantage to the Push is cost. Equipment costs

more, data takes time to compile and format. Also, in an age

where we are all inundated with images and information from every

angle, the placement of a digital billboard in a real estate

broker's office may not even be realised by a passerby. The

average person whose day is so filled with a constant barrage of

stimuli may see the billboard as just white noise. It may not

register. Even the email newsletter that began as the Pull and

evolved into the Push will gradually fall under 'ignore' in the

mind of the user as well.

When Regis McKenna first published the phrase marketing is

everything, everything is marketing, it's pretty likely a light

bulb glowed above the head of every reader. Everything is

marketing? Every word, every sound, every image is communication

of an idea or product. Marketing is everything? Without marketing

the product would not be known to the consumer. The concept was,

and is, perfect. Now we have digital technology, allowing

businesses to take 'everything is marketing' to an entirely new

plane. The Push and Pull of digital marketing overlaps and

intertwines, but only because marketing is everything and

everything is marketing.
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