How To Balance Push And Pull Marketing

For decades, marketers plied their craft according to a simple formula:   Advertising creates awareness which in turn produces sales.  This was not, as many would argue, a mistaken belief.  Virtually all of the great brands of the 20th century were built using that model and many still prosper with it today.

However, it has become incomplete.  A variety of trends, including community marketing, digital technology, social media and mass personalization—just to name a few—have conspired against the traditional view that message and media are sufficient to create sales.