Push and Pull Model

The music industry can market their products in two different ways, either 'push' or 'pull':

Push

In a 'push' system information is 'pushed' towards the consumer. The marketer is in control of what the message is, how it is seen and where.

Pull

In a 'pull' system the consumer requests or seeks out the product and 'pulls' it through the delivery channel.

Social Networking:

• Social networking is evidence of how companies are trying to make the most of the shift to 'pull' marketing strategy by ensuring they market in the correct places by knowing who the target audience is. This links to the semantic, (web 3.0) where certain sites are beginning learning who their customers are and by doing this marketers can put certain advertisements where consumers will respond to them.
• Consumers are increasingly 'pulling' towards the music they want to consume, e.g. from platforms such as iTunes and Spotify in order to customise their own playlists. This goes on to suggest that playlists are inevitably becoming a pull marketing resource which marketers must embrace, due to their ability to be shared via social networking sites. Consumers are choosing what they want to hear rather than having it 'pushed' on them.

Summary

- Traditionally the music industry used to use the 'push' model in order to market products. However, social networking has led to increase consumer freedom that make 'push' marketing less effective.

• - The music industry is having to start using the 'pull' model in order to market their products. This is because in the future the music industry will begin to rely on 'pull' marketing strategies to promote new artists.

Relation to the Music Video:

One part of the portfolio is to create a magazine advertisement and this theory helps explain how to target different audiences. As technology has advanced the music industry has had to adapt, especially within media. Its important that when creating the magazine advertisement that I know that I'm going to market the music video correctly, possibly using both 'push' and 'pull' marketing strategies. Its no longer good enough to rely on 'pushing' media onto consumers, its important that the music video is accessible from external sources in order for consumers to 'pull' the media towards them.