Recent changes in the way we communicate through the Internet 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 work and by default the process of Online Marketing.

Historic media “broadcasts” a message to the planned 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 proposed audience is advised of something, in essence “talked at”.

Established 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 aimed at the way that Google (largely) accesses web pages. This is a variety of broadcast media not too dissimilar to a newspaper albeit with digital trickery to make the experience more attractive.

Is this all about to morph? Are the accepted Search Engine Placement services about to become less valuable? Assuming the internet continues to grow along the same lines as it has for the last ten 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 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 methods will offer a trivial 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 simply 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 clever SEO Company will be looking at how that communication can take place in an environment that is so teeming with information. Ideally, a buyer is exposed to a seller (or a number of sellers) in an environment 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 stationary 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 happen.


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