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

Traditional media “broadcasts” a message to the anticipated audience, whether it is in the form of a paper or an advertisement (physical or digital) which exposes the reader, listener or watcher to a idea. The communication is one way and the proposed audience is told something, effectively “talked at”.

Accepted methods of Online Marketing carried out by the marketing fraternity and more recently the relatively new sector of Search Engine Optimisation companies (SEO Company) are targeted at the way that Google (predominantly) accesses web pages. This is a type of broadcast media not too dissimilar to a newspaper albeit with digital trickery to make the experience more fascinating.

Is this all about to change? Are the accepted Search Engine Placement services about to become less important? 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 internet becoming more rooted in our day to day real time lives. It will turn into 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 association will become two way and transactional, broadcast methods will offer a superficial 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 simply 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 Search Engine Optimization Company will be looking at how that communication can take place in an environment that is so crowded with information. If at all possible, a buyer is exposed to a seller (or a number of sellers) in an environment where he can dynamically interrogate and compare their offering, ask for detail and maybe even tailor the product or service to his requirement before he makes the conclusion to buy.

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


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