Pull media is a media distribution model wherein customers are drawn to a brand by means of search engine optimization (SEO) as well as other non-intrusive techniques. The main objective is to enhance the customer awareness regarding a specific brand and its products, and to nurture demand. In this model, the user requests the required item individually.
Pull media model activities may include, but are not limited to:
- Article marketing
- Social media marketing
When customers approach a businesses directly, marketing becomes relatively easy. The pull media model pulls a customer into the business. Using this strategy, vendors can have a higher level of engagement as the customers take their time to review the brand and its products. It encourages the customer to find out whether they can get something out of the brand and its products.
Present-day consumers are avid researchers. They perform keyword-driven online searches, read reviews and consult with their social media contacts for suggestions. The pull media strategy fuels demand and motivates the users to intentionally investigate certain products. A powerful and visible brand is necessary to guarantee the success of a pull media marketing strategy.
The following are some ways an organization can use to promote its products using the pull media model:
- Promotion techniques, including mass media promotion
- Customer relationship management (CRM), making existing customers familiar with newly launched products
- Sales promotions and discounts for specific periods
The aforementioned strategies can build a healthy product demand. Retailers can use this demand by stocking the required products. For example, Apple effectively employs pull media strategies to unveil iPhones or iPads.
The pull media model relies on the law of attraction. So, the organizations implementing this strategy should take the necessary steps to target the right audience.
The pull media model differs from the push model in that the latter delivers pieces of content to the users with little interaction from them.