Recent changes in the way we communicate through the web have been less about customary broadcast media and more about interactive, two way contact. As this type of communication grows it will undoubtedly affect the way search engines work 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 paper or an commercial (physical or digital) which exposes the reader, listener or watcher to a idea. The communication is one way and the planned audience is advised of something, in fact “talked at”.

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

Is this all about to morph? Are the accepted Search Engine Placement services about to become less important? Assuming the internet continues to develop along the same lines as it has for the last ten years, we can expect to see the use of the internet becoming more rooted in our day to day real time lives. It will grow to be more of a delivery platform as opposed to an information resource, 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 methods 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 simply 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 appreciating content.

The smart Search Engine Optimisation Company will be looking at how that communication can take place in an atmosphere that is so crowded with information. In an ideal world, a buyer is exposed to a seller (or a number of sellers) in an situation where he can actively interrogate and compare their offering, ask for detail and maybe even tailor the product or service to his needs before he makes the decision to buy.

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


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