How Mobile is Giving “Push” a Makeover that Will Make “Pull” Jealous?


Within the last decade “pull” marketing has been all the rage…getting your customers or prospects to come to you vs you always pushing on your messaging and information on them.

Let’s be fair – it is all about the mix.

“Push” has been taking a back seat forever. Mobile marketing is in the throws of changing all that. Well, more like reinventing “push” for a new era. You know what I am talking about…those little messages that show up on your smart phone’s home screen from your favorite mobile applications are called “push” messages. And they are the next big thing in engagement. Plus, new releases of Andriod are supposed to offer more “push” messaging options that will expand the playing field…”Push” is not just for Apple users anymore.

3 reasons how mobile applications are giving “Push” a makeover 

  1. Just like email, marketers can segment mobile applications’ users by behaivor.  “Push” messages can be used to offer certain users relevant offers based on activity
  2. Services are popping up to be able to monitor, schedule and analyze activity based on “push” messages – services like Urban Airship is to mobile “push” messages like icontact  or Constant Contact is for email.
  3. “Push” messages engage users to go back in your mobile application and actual “do” something

Users have to opt in, just like email.  “Push” messaging  is surely going to change they way everyone markets now and in the future.

Are you using “push” in your marketing mix? What do you think – is the new “push” going to make “pull” jealous?

About the author

Melissa Kennedy

I am an innovative, practical problem-solver with an MBA. Pioneered one of the first social media strategic plans for a Fortune 100 company, including monthly online TV program viewed by 120,000 customers. Created a scalable channel marketing service model and established a new customer communication channel through partner web syndication. Developed marketing plan for start-up technology firm. Launched first comprehensive marketing campaign for major science and technology university's $1 Billion fund-raising effort. Award-winning performance for 15 years across functions, industries and organizations.

My passion for results goes beyond professional pursuits. I am a global facilitator and co-organizer of Startup Weekends and serve as an advocate and volunteer for many local charities including Food Bank of Central/Eastern NC, North Carolina International Affairs Council and Connected Women of North Carolina. Plus, I have served as the President for the Triangle Interactive Marketing Association,

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