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  3  From one‑to‑many to one‑to‑some and one‑to‑one 

 Traditional push communications such as TV and print are one-to-many: from one company 

to many customers, often the same message to different segments and often poorly targeted. 

  Offline  marketing 

communications 

  Traditional  techniques 

such as print and TV 

advertising used to 

generate website traffic.   

  Online  marketing 

communications 

   Internet‑  based  techniques 

used to generate website 

traffic.   

  Digital  media 

channels 

  Online  communications 

techniques used to 

achieve goals of brand 

awareness, familiarity, 

favourability and to 

influence  purchase  intent.   

  Push  media 

  Communications  are 

broadcast from an 

advertiser to consumers 

of the message who are 

passive  recipients.   

  Pull  media 

  The  consumer  is 

proactive in selection of 

the message through 

actively seeking out a 

website responding to 

inbound marketing cues.