Should we push or pull? That is the question. Do we pull, thereby encouraging the user to seek out and directly grab (i.e pull) the content? Web site/blogs and streaming media are good examples of this. Here, users have a specific link to view the content. Of course, it takes effort on the part of the user, and there's the rub, for, while one wants the user to be actively involved, where does one draw the line?

   Do we, therefore, push, and so include the marketer as well as the recipients the user. In other, words, do we push the message to them, as it were, like a glass across a table. The great advantage of push is this: it can be personalised and highly targeted. It is easy to track,  and there will be a wealth of information about those who see the message. It is a precise instrument and generally yields good results.

   In truth, putting digital marketing techniques into the push or pull box is a nonsense, for both have their merits and therefore both should be used together. In Akido, one must  flow with and blend with an attack, just as a sapling breaks under the weight of snow. It survives because it is flexible. The Akidoka also uses an opponent's force against himself. If, therefore, someone lunges at you in a straight line, you move out of the way and give him a slight push or pull in the same direction. In other words, you borrow some his energy. So it must be in push-and-pull marketing, where ying and yang are not mutually exclusive, but complementary and interdependent.