Marketing campaigns can be separated into two main groups: pull and push. Push marketing is the promotion of products and services to customers who probably do not know about them and also may not be interested in them. The purpose of push marketing is building awareness of and interest in your offering. In other words, push marketing is getting potential customers interested in something they did not know they would want. Push marketing is usually conducted via reach-oriented display and video ads.
Pull marketing on the other hand is the promotion of products and services to customers who are very likely to be interested in them. The purpose of pull marketing is covering those users into customers who have already shown interest in your offering before. In other words, pull marketing is about capturing those users who are very likely to become paying customers because they have expressed their intent of buying. Pull marketing is often conducted via targeted search or retargeting display ads.
Building awareness is the first step of the sales funnel. This is about getting your name out there, making people recognize your brand, product, or service. The goal for advertising to users at this stage is recognition of your offerings.
Then you need to raise people’s interest in what you have to offer. Your advertising activities must explain to users what solution to their problems you are able to provide. The advertising goal for this stage is generating leads.
Once users have expressed general interest in your products or services they must understand why you are the only or the best solution to their problem. The advertising goal for this stage is qualifying your leads so that they are ready to transact.
Finally, you need to be able to convert that desire into action. Your qualified least must learn why they should buy now and not later. The advertising goal for this stage is the conversion.