Recent developments in the way we communicate through the Internet have been less about traditional broadcast media and more about interactive, two way communication. As this type of communication develops it will undoubtedly affect the way search engines run and by default the process of Online Marketing.
Historic media “broadcasts” a message to the proposed 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”.
Conventional methods of Online Marketing carried out by the marketing fraternity and in recent times 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 kind of broadcast media not too dissimilar to a newspaper albeit with digital trickery to make the occurance more appealing.
Is this all about to morph? Are the accepted Search Engine Placement services about to become less helpful? Assuming the internet continues to expand along the same lines as it has for the last 10 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 using the net in real time that bond will become two way and transactional, broadcast techniques will offer a one-dimentional experience and become obsolete.
Once a buyer can connect with the seller of the product or service through two way communication only reading a website will be less than gratifying. At this point conventional Search Engine Placement services become obsolete and Online Marketing becomes about making connections not identifying content.
The clever Search Engine Optimisation Company will be looking at how that conversation can take place in an environment that is so crowded with information. In an ideal world, a buyer is exposed to a seller (or a number of sellers) in an atmosphere where he can dynamically interrogate and compare their offering, ask for detail and maybe even tailor the product or service to his needs before he makes the conclusion to buy.
Instead of providing website optimisation for a static 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 take place.
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