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

Traditional media “broadcasts” a message to the anticipated 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 proposed audience is informed of something, in fact “talked at”.

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

Is this all about to morph? Are the accepted Search Engine Placement services about to become less helpful? Assuming the internet continues to develop along the same lines as it has for the last 10 years, we can expect to see the use of the internet becoming more embedded in our day to day real time lives. It will become 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 relationship will become two way and transactional, broadcast methods will offer a shallow 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 only reading a website will be less than rewarding. At this point usual Search Engine Placement services become obsolete and Online Marketing becomes about making connections not recognising content.

The smart SEO Company will be looking at how that interaction can take place in an environment that is so packed with information. In an ideal world, a buyer is exposed to a seller (or a number of sellers) in an atmosphere where he can actively 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 offering website optimisation for a static broadcast, online marketing may be about promoting connections and may take place on Twitter, chatrooms, forums even within games where product placement is already beginning to occur.


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