What is push marketing?

Push marketing is a marketing strategy in which products are "pushed" onto the market, in contrast to pull marketing. In this strategy, products and services are offered to customers indirectly through retailers or wholesalers.

In order to purchase as many products as possible, retailers are offered special trade margins and discounts. This creates so-called inventory pressure on retailers, as they have to sell the products as quickly as possible in order to reduce stock levels and therefore storage costs. Retailers push products through special offers and favorable placement for customers, which also attracts footfall. Push marketing is therefore specifically geared towards retailers.

In terms of online marketing, push marketing tools can include banners and ads via social media or Google Ads, newsletters and mobile marketing. This often creates a certain amount of pressure on customers to buy, as discounts or products are only available within a certain period of time.