Fierce marketplace competition causes many businesses to struggle in acquiring new customers. Start-ups, and even well-established companies, that seek to expand often fail to rise to this challenge. One mobile media strategy that can help turn the tide is pull marketing, which can greatly assist with market penetration of a new product. The advent and explosive growth of smartphones opens the door to many modern tactics to enable powerful pull marketing.
Pull Marketing Tactics for Mobile
Pull marketing tactics are methods that generate customer demand for a product. Common mobile tactics include:

  • Advertising
  • Blogging
  • Email marketing
  • Social media
  • Viral marketing
  • Online and offline word-of-mouth

There are several advantages to utilizing a pull mobile marketing strategy including:

  • Cost-effectiveness
  • Product exposure
  • Strengthening customer relationships
  • Removing pressure
  • Product testing
  • Cost-effectiveness

With a pull mobile marketing strategy, since consumers are already aware of your product and are actively seeking information, you can reduce spending on advertising. It is as simple as connecting with the consumer to give them what they need to make an informed decision.

Product Exposure
A pull mobile marketing strategy creates extensive product exposure in large consumer environments. Since the tactic is closely tied to word-of-mouth advertising, once the product becomes popular with a few consumers, it will spread quickly to others. The rapid spread of information can be attributed to social media, which brings consumers together from all over the world.

Strengthening Customer Relationships
The most common characteristic of a compelling brand is an interest in the customer. By using engaging content, pull mobile tactics create trust, establish thought leadership, and demonstrate seller awareness in the customer’s interest.

Removing Pressure
One of the primary attractions for pull marketing is to mitigate the pressure of conducting outbound marketing. Marketers do not need to actively persuade customers that they need the product; customers are naturally drawn to it.

Product Testing
Pull mobile media marketing lets you test new products in the market. Gain instant feedback as consumers post information on the Internet about the pros and cons of the product.

Today’s consumers tend to seek information about new products to determine if it is right for their needs. Pull marketing helps to funnel these information-seeking consumers to ensure they get to know your product as they comparison shop.

Pull marketing has a number of advantages in a mobile marketing strategy. The key is to apply thoughtful analysis to defining target audiences, understanding what they are looking for in their search for information, and crafting messages that will compel them to buy your product, rather than the competition’s.