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Push Marketing
- Consumers are not active
- Companies promote their product by pushing it onto their customers.
Pull Marketing
Consumers will actively seek out the brand. Companies already aware of their reputation. They try to have loyal customers.

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Push Marketing: Push strategy is about devising ways to place products before prospects. This usually involves some form of paid advertising: TV ads, radio spots, billboards and flyers.

Pull Marketing: Pull makes it easy for customers to find you. The focus is on creating awareness and increasing brand visibility, particularly on the web. Pull marketing strategies include eBooks, white papers, blogs and social media marketing.

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What ethical issues arise in relation to digital marketing?

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What digital tools can be used for push and pull marketing, and how do they work?

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What is the difference between push and pull digital marketing?

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What is the difference between push and pull marketing?

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Social networking potential (SNP) is a numeric coefficient, derived through algorithms to represent both the size of an individual's social network and their ability to influence that network. A close synonym is the Alpha User, a person with a high SNP.

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Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by a grassroots participant(s).

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Cybersquatting is registering, selling or using a domain name with the intent of profiting from the goodwill of someone else's trademark. It generally refers to the practice of buying up domain names that use the names of existing businesses with the intent to sell the names for a profit to those businesses.

Example:

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Social networking potential ( SNP )
+ Def:  a numeric coefficient derived through algorithms] to represent both the size of an individual's social network and their ability to influence that network
+ Eg:

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viral marketing
or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks

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Look at these terms: astroturfing, viral marketing, internet memes, brandjacking, cybersquatting, geolocation marketing, social networking potential.  What do they mean? Give examples.