Push vs. pull focus
1. Push vs. pull focus
Push and pull marketing are two principles that guide marketing strategies. Push marketing is about bringing your brand and offers in front of your target audience (for example, through paid advertisements). On the other hand, pull marketing focuses on creating a demand that naturally draws consumers to your offerings. In this context, the terms inbound and outbound marketing are also often mentioned.
Due to its reactive email list uk nature, marketing automation typically has a stronger pull focus and is often related to inbound content marketing-led initiatives. Standard examples of marketing automation in practice include automatically triggered emails when someone abandons a basket, signs up to a newsletter or downloads an eBook. As you can see here, marketing automation tends to follow an action initiated by the customer.
Campaign automation, in contrast, combines both pull and push approaches. It can handle consumer-initiated triggers, but it can also automatically send personalised offers to people who are part of a specific segment or have recently purchased and are now reminded of their next purchase (Best Next Time). They may also be a part of lifecycle campaigns (welcome, reactivation, at risk of churn, etc.).
2. One person vs. segments
Another differentiator is that marketing automation often uses standard repeatable campaigns that include one person at a time. This could, for example, be a campaign that follows up on the download of an eBook and presents other eBooks or case studies to the prospect – matching his or her interests. However, every person included in this eBook download campaign will receive the same messaging.