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

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

Customary methods of Online Marketing carried out by the marketing sector and in recent times the relatively new concept of Search Engine Optimisation companies (SEO Company) are aimed at the way that Google (predominantly) 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 interesting.

Is this all about to alter? 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 grow to be more of a delivery platform as opposed to an information source, a concierge as opposed to a librarian. If we are accessing the net in real time that connection will become two way and transactional, broadcast techniques 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 satisfying. At this point usual Search Engine Placement services become obsolete and Online Marketing becomes about making connections not appreciating content.

The astute SEO 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 atmosphere where he can actually interrogate and compare their product, ask for detail and maybe even tailor the product or service to his requirement before he makes the decision to buy.

Instead of providing website optimisation for a fixed 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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