Recent developments in the way we communicate through the Internet have been less about traditional broadcast media and more about interactive, two way communication. As this type of communication changes it will undoubtedly affect the way search engines function and by default the process of Online Marketing.

Historic media “broadcasts” a message to the intended audience, whether it is in the form of a tabloid or an commercial (physical or digital) which exposes the reader, listener or watcher to a point. The communication is one way and the intended audience is informed of something, in fact “talked at”.

Established methods of Online Marketing carried out by the marketing fraternity and in recent times the relatively new idea of Search Engine Optimisation companies (SEO Company) are aimed at the way that Google (predominantly) accesses web pages. This is a kind of broadcast media not too far removed from to a newspaper albeit with digital trickery to make the experience more attractive.

Is this all about to morph? Are the accepted Search Engine Placement services about to become less valuable? Assuming the internet continues to grow along the same lines as it has for the last 10 years, we can expect to see the use of the net becoming more rooted in our day to day real time lives. It will become more of a delivery platform as opposed to an information supply, a concierge as opposed to a librarian. If we are accessing the net in real time that association will become two way and transactional, broadcast techniques will offer a shallow experience and become a thing of the past.

Once a buyer can connect with the seller of the product or service through two way communication just reading a website will be less than gratifying. At this point conventional Search Engine Placement services become obsolete and Online Marketing becomes about making connections not identifying content.

The astute Search Engine Optimization Company will be looking at how that conversation can take place in an environment that is so full with information. Ideally, a buyer is exposed to a seller (or a number of sellers) in an atmosphere where he can dynamically interrogate and compare their product, ask for detail and maybe even tailor the product or service to his needs before he makes the conclusion to buy.

Instead of offering website optimisation for a static broadcast, online marketing may be about promoting connections and may take place on Twitter, chatrooms, forums even within games where product placement is already beginning to happen.


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