Marketing Magic's Online Marketing Resource Centre Thousands of articles, online tools, interviews, eBooks, software downloads - all to help you get the traffic, value and revenue you need for your website. The Internet is a pull medium. Internet advertising, then, should be drastically different from conventional advertising. Publications push information, and at the same time, try to grab the reader's attention with color, graphics, and unusual techniques. Radio and TV push news and entertainment, and try to sandwich in emotional ads.
Direct mail pushes nothing but ads - which is why it is called junk mail.
Although they may occasionally work, these push techniques do not belong on a pull medium, such as the Internet. On the Internet, the visitor, not the vendor, is king. He has the choice of an infinite number of sites to go to. He can't be pushed. He needs to be pulled.