The same goes for Old, Traditional Marketing vs. New Marketing. Traditional marketing being; TV commercials and radio and print advertisements and so on and so forth, that by and large interrupt and push a message out. On one end of the string are people (consumers) and the other end is your business. Traditionally, marketing was behind the people, pushing them to the business’ product/service. In this mass marketing push, there is much noise and clutter to compete with in getting peoples’ attention; hence the jumbled string. Now, new marketing tactics are on the other end of the string, permitting clear channel of entry. When was the last time you got in your car and navigated to the nearest highway in search of billboards to shop, help make informed purchases, or otherwise? You won’t do that, I’m sorry if you do, but you will navigate the information superhighway to do this. Meaningful information is delivered to you because you ordered it, not a crapshoot of information and advertising that may or may not have any relevancy to you.
Search results and ads are displayed because they are highly relevant and appropriate to what you searched for. Do you see how this is essentially pulling a string and not pushing the string? All those links you click on, you’re willingly clicking. You ordered them to be delivered to you, instantly. Even with the AdWords, those ads show up at your convenience. That’s crazy!
New Marketing pulls, while Old Marketing pushes. One is forceful and creates clutter, while the other performs the same process with an almost effortless ease. Figure out who is looking for you (your business, products, services) and make it easy for them to find you.