SIGIA-L Mail Archives: Re(2): SIGIA-L: Customer Experience >
Re(2): SIGIA-L: Customer Experience > Personalization > ATG Dynamo
From: Eric Reiss (reiss_at_cbc.dk)
Date: Fri Oct 06 2000 - 09:17:41 EDT
Dear Tim,
Your message regarding a shift from push to pull as far as website
construction is concerned has spawned some interesting conversations in my
advertising agency.
Your final question is very good, although my colleagues and I are
mystified by your use of push and pull.
According to the traditional definitions, as espoused by Philip Kotler of
Northwestern University and other PUSH/PULL pioneers, any push/pull
mechanism requires three separate entities:
A producer
A middleman
A consumer
The producer PUSHES his or her wares to the middleman.
The consumer PULLS the wares from the middleman.
All advertising and other promotional efforts directed toward the consumer
are, by definition PULL activities. When a producer provides the middleman
(e.g. your supermarket) with a fancy POS display for candy at the
checkout, this is a PUSH activity vis-a-vis the supermarket and a PULL
activity in terms of the consumer.
Your basic premise therefore uses the term in an albeit logical, but
misleading way.
(quote)
1. Due to "old-school" marketing and advertising
concepts, most products are "pushed" to the consumer
(ie. placing candy at the grocery register in hopes of
an impulse buy occuring).
(end quote)
Our conclusion is that the basic mechanisms of sales will NOT change
dramatically although the specific tools used to effect these sales WILL.
Right now, pull effect can be improved through better contextual
navigation - everything from splashes (not splash screens but high-profile
links) to recommendations ("People who liked product A also liked product
B (link to product B)). This seems to be the cyberspace equivalent of POS
displays in supermarkets.
If any change in marketing patterns is to result, I would hope that in the
future, consumers will be given an opportunity to make more educated
choices through better informational access.
Best regards,
Eric Reiss
Cross-Border Communications A/S
Copenhagen, Denmark
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