Push media is essentially communications broadcasted from an advertiser to consumers of the message, who are generally passive recipients. These channels are one way streets where the information sent is mainly unidirectional.

Interactivity is essential for all forms of digital media. Low interaction levels account for high bounce rates for websites! Mobile and interactive TV now provide the opportunity for two-way interactions with customers.

Traditional push communications like TV or print would be classified as a one-to-many strategy. Where one generic, poorly targeted message is sent to a multitude of individuals in different segments.

Digital media has allowed for a whole array of communication channels. Websites, blogs, and social media all serve as viable options for communicating online.

A website is basically a mix between an advertisement and direct selling tool since it can be used to engage the visitor in dialogue, informative, persuasive, all while promoting offerings to customers.

Although digital media has some very intriguing characteristics, it does not mean we should ignore all traditional forms of communication. You should combine and integrate traditional and digital media together, and find a nice balance between the two.