This is an attempt to clarify the difference in the evolution of marketing terminology. Applying the same concept of language development in children to marketing, we would see that there have been many changes in both the marketing terminology and the marketing language used in communication with the consumers.

1. MaRketinG
LaNguaGe
DeVelopment
DefininG THE
CHanGe

2. Nearly a century ago, marketing scholars began debating the
question,“What is marketing?” and today, the Debate continues.
Despite the simple nature of the
question, the answer is complex.

3. And we would like to follow this whose
name is synonymous with genius…
“If you can’t explain it simply, then
you don’t understand it well
enough”~ Albert Einstein

4. JackTrout, a well-known author and business
advisor, believes that…
“marketing is simply figuring out what
you have to do to sell your product or
service for a profit”

5. With that concept in mind…
Let’s see what we can do to reach that aim

6. Marketing People threw some words … A lot
PUSH
PULL
PUSH

7. THEY ARE
MORE LIKE

8. IS there a
difference?

9. HOW did
the double
Kdefine
these
terms?

10. Literally pushing the message out there with the goal to create
demand.

11. “Conversely, in a pull-
marketing scenario, the
customer ‘pulls’ your content
or product towards
themselves, because they are
interested in learning more
about it”

12. OUTbound marketing
Looked in Many places,
found similar results

13. INbound marketing

14. According to

15. So, Where is the

16. Usually both
Push and
Outbound
marketing
find very
creative ways
of getting
BLOCKED.
Your average human today is
inundated with over 2000 outbound
marketing interruptions per day

17. Consumers are
tuning out
the noise.
EVEN though, 90% of Marketing efforts
are spent on outbound marketing today.

18. Is the difference between inbound/outbound
and pull / push marketing lies only in the
platform?

19. Or is the platform just one of
the differences in the equation?

20. It’s the language that matters
The big difference is not
the platform nor the
terminology…
These are merely tools Ohhh, he talks
like a robot .. A
marketing
robot

21. Consumers
are confused
Why can’t we make it simpler for them?

22. Why can’t they
understand
what we are
selling?
Consumers
are STILL
confused

23. Because unlike business,
People have emotions,
People want to feel something,
People want to be included…

24. UNNATURAL
LANGAUAGE
And the
Used in communication
didn’t help, because…

25. UNNATURAL
LANGAUAGE
101010101111
000011110111
#1
Even though push / pull strategies were two
different strategies used to get the attention of
more consumers.
#2
The audience wasn't quite able to hear the
message because the language wasn’t right ..
#3
-The language wasn’t simple enough
-It used words like words like “synergy” and
“speeds and feeds” – to tell the stories of
products
-It never expressed a real consumer experience
#4
& most of the dilemmas were faced with high
tech and specialty industries like
pharmaceuticals especially when they try to
reach the consumer directly.

30. Inbound and outbound
marketing joggles…
& H2H
Technology
Evolving beyond traditional push/pull marketing to a more
engaging and beneficial relationship with consumers
The big difference is that…

31. This is a small attempt to clarify the difference in the evolution of marketing
terminology
Should you have any queries, or a different opinion, please let me know.
Sarah Fouad
sarahahmedfouad@gmail.com
Readings:
1. Inbound marketing methodology. Hubspot.Available at: http://www.hubspot.com/inbound-marketing
2. Robert F. Lusch. Marketing’s Evolving Identity: Defining Our Future.American Marketing Association.Vol. 26 (2) Fall
2007, 261–268.
3. Bryan Kramer.There Is No More B2B or B2C:There Is Only Human to Human (H2H). Posted January 27, 2014.
4. Ashley McDonough. Push versus Pull Marketing: Overview and Analysis Introduction.AMAC Solutions © 2010