I TALK A LOT ABOUT THE PRINCIPLE OF “PUSH VS. PULL” when it comes to social media marketing. It seems like doing so is one of the easiest ways to assist people in grasping the fundamental difference between traditional marketing and new marketing strategies.

Traditional marketing uses push tactics, such as cold calls, TV commercials, billboards, radio ads and direct mail to interrupt consumer’s attention. New marketing uses pull tactics based on behavior to engage consumers when and how they want to be engaged.

The fact is that only 18% of television ad campaigns today generate positive ROI, and 90% of the people who CAN skip television commercials DO! In addition, a recent Nielsen study shows that only 14% of people surveyed trust advertising—while a whopping 78% of people surveyed trust the recommendations of other consumers. The new marketing/communication model is a dialogue, not a monologue.

Are you listening to and engaging with your audience, in two way conversations, at a number of touch points along the online engagement continuum?

Share your thoughts with us and with others…