In a time of little information and fledgling brands in the 20th century, push marketing made some sense even if it got mixed results.  In a period of too much information, known brands and too little time, to put too much budget weight behind push marketing is not wise.

Most buyers are going to find providers through the Internet.  Internet search capabilities are the buyer's window into the world and the provider's window display of media and content needs to help the provider gain marketing traction.  This could not be better news for the young innovative company who has something new to shape the world.  Instead of having to find a way to spend millions of dollars to compete with the gorilla in the market, the startup can rely on what their solution's unique value proposition is to gain buyers.  It takes patience to create a well thought out plan to address this, but it's a terrific and scalable use of time.  Having created plans around content and delivered them over the years, it is clearly the good fight.

One type of company that competes in almost any sophisticated market is the Innovator.  The  Innovator no matter how large tends to "eat its young" with products and service.  The provider it will compete against itself with new solutions in order that competition never catches up.  Marketing needs to remake itself not because it's clever, but because it is mandatory due to the new buyer.  There are a number of titles that have been given to the head of marketing to emphasize what the company wants.  For instance, VP of Corporate Communications or VP of Brand.  Whatever the provider calls the executive who runs marketing today, the responsibilities should have a heavy dose of content creation and delivery.  By shifting a well-thought-out portion of the budget the provider would have spent on push marketing to creating great content, not only will the company attract more buyers based on how they find providers, the sales team will get better leads.  That's Innovation we can believe in.

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