MaRketinG

LaNguaGe

DeVelopment

DefininG THE

CHanGe

Nearly a century ago, marketing scholars began debating the

question, “What is marketing?” and today, the Debate continues.

Despite the simple nature of the

question, the answer is complex.

And we would like to follow this whose

name is synonymous with genius…

“If you can’t explain it simply, then you don’t understand it well enough”~ Albert Einstein

Jack Trout, a well-known author and business

advisor, believes that…

“marketing is simply figuring out what

you have to do to sell your product or

service for a profit”

With that concept in mind…

Let’s see what we can do to reach that aim

Marketing People threw some words … A lot

PUSH PULL

PUSH

THEY ARE

MORE LIKE

IS there a

difference?

HOW did

the double

K

define

these

terms?

Literally pushing the message out there with the goal to create

demand.

“Conversely, in a pull-marketing scenario, the

customer ‘pulls’ your content or product towards

themselves, because they are interested in learning more

about it”

OUTbound marketing

Looked in Many places,

found similar results

INbound marketing

According to

So, Where is the

Usually both

Push and

Outbound

marketing

find very

creative ways

of getting

BLOCKED.

Your average human today is inundated with over 2000 outbound marketing interruptions per day

Consumers are

tuning out

the noise.

EVEN though, 90% of Marketing efforts

are spent on outbound marketing today.

Is the difference between inbound/outbound

and pull / push marketing lies only in the

platform?

Or is the platform just one of the differences in the equation?

It’s the language that matters

The big difference is not

the platform nor the

terminology…

These are merely tools Ohhh, he talks like a robot .. A

marketing robot

Consumers

are confused

Why can’t we make it simpler for them?

Why can’t they understand what we are

selling?

Consumers

are STILL

confused

Because unlike business,

People have emotions,

People want to feel something,

People want to be included…

UNNATURAL

LANGAUAGE

And the

Used in communication

didn’t help, because…

UNNATURAL

LANGAUAGE

101010101111

000011110111

#1

Even though push / pull strategies were two

different strategies used to get the attention of

more consumers.

#2

The audience wasn't quite able to hear the

message because the language wasn’t right ..

#3 -The language wasn’t simple enough

-It used words like words like “synergy” and

“speeds and feeds” – to tell the stories of

products

-It never expressed a real consumer experience

#4

& most of the dilemmas were faced with high

tech and specialty industries like

pharmaceuticals especially when they try to

reach the consumer directly.

Inbound and outbound

marketing joggles…

& H2H Technology

Evolving beyond traditional push/pull marketing to a more

engaging and beneficial relationship with consumers

The big difference is that…

This is a small attempt to clarify the difference in the evolution of marketing

terminology

Should you have any queries, or a different opinion, please let me know.

Sarah Fouad

sarahahmedfouad@gmail.com

Readings:

1. Inbound marketing methodology. Hubspot. Available at: http://www.hubspot.com/inbound-marketing

2. Robert F. Lusch. Marketing’s Evolving Identity: Defining Our Future. American Marketing Association. Vol. 26 (2) Fall

2007, 261–268.

3. Bryan Kramer. There Is No More B2B or B2C: There Is Only Human to Human (H2H). Posted January 27, 2014.

4. Ashley McDonough. Push versus Pull Marketing: Overview and Analysis Introduction. AMAC Solutions © 2010