Pushing and Pulling Content

What is “Push”?

The concept of Push, originally developed by a company called PointCast (now InfoGate), used a screensaver that displayed news, sports, weather, stock prices, and ads when a computer utilized its screen-saver mode. Today, the screensaver concept is no longer popular. 

"Push" delivers information to the desktop without one having to do the searching. Push assembles targeted information in a timely fashion and delivers it in a format that you choose. Using intelligent agents with predefined search criteria, information is filtered and customized individually. Push technology was all the rage a few years ago, but today it has taken on a different meaning. 

A company can configure its own corporate "push" channel using an intranet server and deliver company information such as product schedules, company events, etc.

The push mode of delivery leverages the Internet’s greatest fundamental asset-a universal network-to mitigate the unfortunate byproduct of its own overwhelming success - access to too much information. 

Push also works best if you have a "dedicated" connection to the Internet (ISDN, T-1, etc.). If you are a dial-up user, you can only receive information if you are online. Although, you can program your computer modem to dial up periodically for updated information, that is generally less thrilling than information that appears magically on your screen as in the case with a permanent Internet connection.

• From a marketing standpoint, the finest example of "push marketing" is a newsletter, or e-Zine. A timely, constant reminder of your company and services mailed to a client base willing to accept your message. Learn all about setting up your own e-Zine here.

Learn more about Push technology and potential reimergence on Dr. Wilson's Web site, wilsonweb.com. 

What are channels and what can I do with them?

Essentially, a channel is a Web site designed to deliver content from the Internet to your computer. Channels are an example of Internet Explorer’s use of push technology. Technology that will notify you automatically when your selected favorite Web sites have been changed or updated.

As we mentioned, Push is a paradox of how the Internet has traditionally functioned. Typically, users go out to the Net for information and “pull” it down via their browser. With Internet Explorer you can tell a Web site when to send (push) information to you. An entire Web site can be delivered to your computer to read at your convenience, or when you are not connected to the Internet and want to browse offline.

Where do I find a list of channels?

To view a list of channels visit WindowsMedia, or select Channel Guide on the toolbar of Internet Explorer.

You do not have to subscribe to a channel to view it. However, you can subscribe to a channel as you add it to your channel bar. The channel bar will display all of the channels installed on your computer, whether you subscribe to them or not.

How much do subscriptions cost?

That’s part of the good news, subscriptions today are free (for now). Internet Explorer has a built-in Web crawling agent that will monitor any Internet Web page or Web site that you subscribe to. After you subscribe to a Web page, Internet Explorer will automatically monitor the page, notify you whenever it changes, and deliver the updated content when it is most convenient for you.

How do I subscribe to a Web site?

To subscribe to a Web page, your browser must first be connected to the page you’re interested in. Then, simply choose Add to Favorites from the “Favorites” button on the tool bar. You can subscribe to any standard Web page and to as many pages as you want. The page that you subscribe to does not have to be a Web site’s main page.

The subscription process allows you to decide when your selected site should be monitored, how often it should be monitored, and whether or not you want to be notified of the changes through e-mail. Typically, when one of your selected sites has changed, the browser will add a “gleam” to the site icon located in your “Favorites” menu. Imagine, no more wasted time combing through a site just to see if it has changed.

Also, you can take advantage of this subscription feature any time you decide to add a site to your Favorites list. Choose the third option, “Full subscription: download for offline reading.” Internet Explorer has the ability to check a Web site for changes since your last visit and download any files that have changed. You can schedule downloads for off-peak hours (saving connect time and money) or have Web content delivered on demand. 

By choosing to schedule downloads for offline browsing, you can download an entire Web site including graphics and all page components in a fraction of the time it would take you to read them online. Once the pages are on your computer, you can read them at your convenience. For laptop users, downloading your Web site or related competitive information, is a great way to make offsite multimedia presentations.

Keep a watch on your competition. Mind-it will watch a site for you and email when you when relevant changes occur. 

In the next chapter we will dive into online marketing. What it is, what you need to know and what is most effective for maximum results.