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

Conventional media “broadcasts” a message to the proposed audience, whether it is in the form of a newspaper or an advert (physical or digital) which exposes the reader, listener or watcher to a idea. The communication is one way and the intended audience is advised of something, in essence “talked at”.

Customary methods of Online Marketing carried out by the marketing sector and of late the relatively new sector of Search Engine Optimisation companies (SEO Company) are aimed at the way that Google (largely) accesses web pages. This is a type of broadcast media not too far removed from to a newspaper albeit with digital trickery to make the experience more appealing.

Is this all about to alter? Are the accepted Search Engine Placement services about to become less helpful? Assuming the internet continues to progress along the same lines as it has for the last ten years, we can expect to see the use of the net becoming more embedded in our day to day real time lives. It will become more of a delivery platform as opposed to an information source, a concierge as opposed to a librarian. If we are using the net in real time that connection will become two way and transactional, broadcast techniques will offer a one-dimentional experience and become a thing of the past.

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

The clever SEO Company will be looking at how that conversation can take place in an environment that is so packed with information. If at all possible, a buyer is exposed to a seller (or a number of sellers) in an atmosphere where he can actively interrogate and compare their goods, ask for detail and maybe even tailor the product or service to his requirement before he makes the choice to buy.

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


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