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

Historic media “broadcasts” a message to the proposed 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 planned audience is informed of something, effectively “talked at”.

Usual methods of Online Marketing carried out by the marketing sector and in recent times the relatively new idea of Search Engine Optimisation companies (SEO Company) are aimed at the way that Google (mainly) accesses web pages. This is a type of broadcast media not too dissimilar to a newspaper albeit with digital trickery to make the occurance more interesting.

Is this all about to morph? Are the accepted Search Engine Placement services about to become less important? 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 internet becoming more entrenched in our day to day real time lives. It will develop into more of a delivery platform as opposed to an information provider, 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 methods will offer a trivial experience and become obsolete.

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

The smart Search Engine Optimization Company will be looking at how that communication can take place in an atmosphere that is so teeming with information. Ideally, a buyer is exposed to a seller (or a number of sellers) in an situation where he can actually interrogate and compare their offer, 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 fixed broadcast, online marketing may be about promoting links and may take place on Twitter, chatrooms, forums even within games where product placement is already starting to occur.


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