With the swell of alternative forms of chat media will search engine advertising and optimisation of internet sites become obsolete?
Recent developments 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 changes it will undoubtedly affect the way search engines work and by association the process of Online Marketing.
Conventional media “broadcasts” a message to the anticipated 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 point. The communication is one way and the anticipated audience is told something, effectively “talked at”.
Customary methods of Online Marketing carried out by the marketing fraternity and more recently the relatively new idea of Search Engine Optimisation companies (SEO Company) are targeted at the way that Google (mainly) accesses web pages. This is a kind of broadcast media not too dissimilar to a newspaper albeit with digital trickery to make the incidence more attractive.
Is this all about to alter? 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 web becoming more embedded in our day to day real time lives. It will grow to be more of a delivery platform as opposed to an information supply, 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 shallow experience and become obsolete.
Once a buyer can engage with the seller of the product or service through two way communication merely reading a website will be less than satisfying. At this point traditional Search Engine Placement services become obsolete and Online Marketing becomes about making connections not appreciating content.
The smart SEO Company will be looking at how that communication can take place in an environment that is so full with information. If at all possible, 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 beginning to occur.
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