Marketers Master Their Three P's: Push, Pull and Portal →

"The need for expertly integrated marketing is greater than ever, as marketers challenge themselves with creating a social imprint. When the social citizen is open and available 24/7/365 you’re either there, or you risk falling short of today’s expectations of what it means to be a brand in our all antennae-up bitstreaming world.

Push media is still needed to create brand awareness and purchase intent—but media agencies are finding it harder to achieve reach from one program (or even one platform) alone.  Pull media like advertising is still critical to tell your brand story the way you want it told. Becoming a portal through owned media is also not a standalone solution.

So all the tubes must be open to provide push and pull and portal. Media drives social, and social drives media.

'This is just where the business is headed,' reports Claudia Cahill chief content officer of Content Collective, part of Omnicom’s OMD Group. The business unit is about custom media and content deals.

'There is tremendous opportunity and learning trying to figure out what makes sense for brands,' says Cahill. “We have moved from a one-way conversation to a two-way dialogue. It’s an amorphous, complicated space right now,” she admits. 'Because there are so many ways to think about it.'

It doesn’t take Aristotle to understand that dialogue offers the opportunity to persuade. And the way in, is content. Done smartly, brand communications are no longer an interruption. Instead, your brand becomes the content.”