Push Marketing
Marketing strategy that actively broadcasts messages to the audience, regardless of an immediate need on the recipient side.
Also known as: Outbound Marketing
Push marketing is a strategy that actively delivers ad messages to the audience without recipients currently searching for the offer. Classic push channels are TV ads, display ads, print, direct mail, email broadcasts, cold sales calls and influencer posts. Unlike pull marketing, push marketing does not wait for demand but creates it actively.
When push is effective
Push marketing is especially effective for new products without existing demand, time critical promotions, brand awareness campaigns and existing customer communication on an in house list. In markets with low search intent, where customers do not yet recognise the problem as solvable, push is the only way to generate attention at all.
Risks and pitfalls
Push marketing scales quickly but can be perceived as intrusive and may damage brand perception. High frequency, weak targeting or off topic content lead to unsubscribes, complaints and, in the worst case, blacklist entries for email sending. Well executed push communication is relevant, paced and respectful of the recipients' consent, especially given EU regulation around advertising.
Relevance to JD Mail and JD Partner
JD Mail is a classic push platform, but only sends to recipients with proven consent. This preserves the permitted push character without the risks of unsolicited direct advertising. Through JD Partner you can buy push reach on third party, equally permission compliant lists when your own recipient base is too small for a campaign.