Which is more effective?

Neither push nor pull marketing is more effective than the other. Both are legitimate marketing strategies.

Which one you use depends on your customer profile, your goals, and the business stage you’re at.

Here are three scenarios to guide you in the right direction:

Scenario 1. You’re launching a new product/startup

In this scenario, no one knows who you are. You have no brand, no customers, and no base of content. Therefore, at this stage, you likely have to do things that don’t scale. You have to go out there and get customers.

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Typically, these involve push marketing tactics such as cold emailing other businesses (Intercom, Birchbox), attending events (Pinterest), going door to door (Airbnb, Alibaba Group), and even flyers (Groupon).

This isn’t to say that pull marketing won’t work for a business at this stage. But it does take time for a company to build its brand, its content, and rank high on Google for queries that matter.

Ideally, you should be executing both strategies at the same time—acquiring your first customers and also building your brand for the future.

In fact, research shows that most companies will achieve the greatest marketing effectiveness if they invest around 60% into brand-building and 40% into sales-boosting campaigns:

Line graph showing effects of short- and long-term focused promotion. Line for long-term generally goes up over time. Line for short-term goes up and down repeatedly over time

Scenario 2. You’re promoting a one-time offer/short-term campaign

Pull marketing tactics take time. The campaign may be over even before its effect kicks in.

In such a scenario, you may want to consider using push marketing tactics like ads or influencer marketing.