Recent developments in the way we communicate through the net have been less about traditional broadcast media and more about interactive, two way contact. As this type of communication develops it will undoubtedly affect the way search engines work and by association 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 point. The communication is one way and the anticipated audience is advised of something, in essence “talked at”.

Accepted methods of Online Marketing carried out by the marketing fraternity and in recent times the relatively new process of Search Engine Optimisation companies (SEO Company) are aimed at the way that Google (mainly) 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 occurance more interesting.

Is this all about to change? 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 net becoming more embedded in our day to day real time lives. It will turn into more of a delivery platform as opposed to an information provider, 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 connect with the seller of the product or service through two way communication just 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 identifying content.

The smart Search Engine Optimization Company will be looking at how that interaction can take place in an environment that is so packed with information. If at all possible, a buyer is exposed to a seller (or a number of sellers) in an atmosphere where he can dynamically interrogate and compare their goods, ask for detail and maybe even tailor the product or service to his requirement before he makes the conclusion 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 beginning to occur.


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