Thursday, February 26, 2009

Push vs. Pull

I've heard a lot about these two words in regards to the evolution of marketing and advertising.

In an Ad Age interview with Brad Jakeman, the new marketing manager for Activision (Guitar Hero publisher), he talks about his goals for marketing:
I cam here to make our marketing at least as engaging, innovative and exciting as our games.
That sounds pretty cool when you think about it. A video game is a very interactive experience, just think if advertising was a game you could engage with? And really, he says, that's where the industry should be going:
The step before consumer action, which we all hope to get, is consumer engagement.
We are living in an age of content, and if advertisers and marketers start thinking of themselves as content producers that are tasked with engaging consumers around their brand, that is a much more enlightened view than people who think of themselves as disseminators of the information that the company wants consumers to learn about their brand.
If you're creating amazing content, consumers will find you and they will engage with you.
But then someone has to take that leap, an if we build it, will they come? sort of deal. What Jakeman is talking about is the "pull" of engaging content, content that will draw consumers toward your brand. Tools to use that would pull consumers in; if you make yourself useful, people will naturally engage with you more frequently because you provide a service they need. opposed to crappy content that you push out and impose on broad-scale media.
So, I know we all feel overwhelmed sometimes by the amount of information available - cool websites to check out, applications to download, Facebook groups to join - but the influx of content is not going to stop; it's only going to flow faster, so jump in brands! Here's to learning how to swim.

1 comment:

Jam said...

Well I suppose we're talking about the point at which advertising and product are all but the same... and this makes perfect sense when you look at the cycles of things.

The wheel is invented - no advertising necessary, since there's no other choice.

Competitor wheels are invented - time to advertise. How will people know yours is the best?

Competitor advertising is launched - time to give your advertising some inherent value.

Competitor advertising gets better too - time to find great ways to let people know your advertising is the best so that their day-to-day filters don't come down on you.

That's right, we are now in the age of meta-advertising.