When it comes to Push or Pull, I’ll Pull It
by: Gene De Libero | May 29, 2009 | No Comments
Of course, I’m referring to Push Technology vs. Pull Technology.
As it pertains to the Internet, ‘Push’ refers to a style of communication protocol where the request for a given transaction originates with the publisher. Push says, “I have something to tell you.” ‘Pull,’ on the other hand, is where the content consumer controls the request for info transmission. Pull asks, “Do you have anything to tell me?”
Pull is where it’s at for me, because as a consumer, I’m into having total control over my experience. Don’t send me e-mail, text messages or anything else I haven’t raised my hand and asked for. BTW, this is one reason RSS feeds are so damn useful (and popular.) They let you completely control the flow of info into your world. What you want (I can choose only those articles or entries I want to know more about), when you want it (there’s no schedule dependiencies here – I can access a feed anytime I like), how you want it (I can use bloglines, Outlook, Google Reader, or any other tool of my choosing to access a feed.)
In the mobile space, the Pull approach works really well, especially due to the real-time nature of the cell phone. If you’re like me, you probably carry your cell phone with you most of the time. Using my spiffy G1 smartphone (which is in some ways more powerful than the 5 year old notebook computer I’m working on right now,) I can get whatever info I want, whenever I want it. I can even forward that info to other people in my social or professional network. What’s more, using a mobile service like TxtEdge allows me to grab a mobile offer or info for just about anything – at the point of experience or purchase.
Today’s reality is that the consumer is in charge (that’s you and me.) Just look at the widespread adoption of DVRs for confirmation. Now that we have both the technology (DVR, mobile, broadband, etc.) and the authority (opt‐in) to access and accept marketing messages as we see fit, the demands placed on marketers to communicate with consumers via targeted touch points (addressable media channels) are greater than ever. The market will adjust; it’s doing that right now. Project Canoe is a great example of a huge adjustment the cable industry is trying to make.
Yup, I love having control over my experience and really dig having the option to ask, “Do you have anything to tell me?” instead of being inundated with junk I don’t want or can’t use.
Give me what I want, when I want it, where I want it and how I want it. That’s the mantra of consumers in the new millenium.
Comments
Leave a Reply
Our Books
"Design and Launch an Online Social Networking Business in a Week" by Julien Sharp
"Strategic Networking" by Paul David Henry & Gene De Libero
REALTIME DELICIOUS FEED
- No feed items.