Recent progress in the way we communicate through the web have been less about habitual broadcast media and more about interactive, two way contact. As this type of communication progresses it will undoubtedly affect the way search engines run and by default the process of Online Marketing.

Conventional media “broadcasts” a message to the intended audience, whether it is in the form of a paper or an advertisement (physical or digital) which exposes the reader, listener or watcher to a idea. The communication is one way and the proposed audience is advised of something, in fact “talked at”.

Accepted methods of Online Marketing carried out by the marketing fraternity and of late the relatively new idea of Search Engine Optimisation companies (SEO Company) are targeted at the way that Google (largely) accesses web pages. This is a form of broadcast media not too unlike to a newspaper albeit with digital trickery to make the experience more fascinating.

Is this all about to change? Are the accepted Search Engine Placement services about to become less helpful? 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 net becoming more implanted 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 accessing the net in real time that relationship will become two way and transactional, broadcast techniques will offer a superficial 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 gratifying. At this point traditional Search Engine Placement services become obsolete and Online Marketing becomes about making connections not appreciating content.

The smart Search Engine Optimization Company will be looking at how that communication can take place in an atmosphere that is so swarming with information. If at all possible, 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 needs before he makes the decision to buy.

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


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