How pull techniques are drawing marketers in

Marketing used to be so simple. You bought some media space and put together an ad. People saw it and some of them became customers. Or you produced a direct mail pack, sent it out and waited for the response. Or even, not so long ago, you devised an email campaign, and you got your response in minutes.

Then, suddenly, everything changed. Business decision makers stopped noticing ads. They started putting direct mail straight in the bin. They even stopped opening emails. They no longer needed these marketing communications – if they wanted to buy something they could just go online to research their options and get recommendations.