Recent changes in the way we communicate through the net have been less about habitual broadcast media and more about interactive, two way contact. As this type of communication changes 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 paper or an advert (physical or digital) which exposes the reader, listener or watcher to a point. The communication is one way and the planned audience is told 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 type 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 important? 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 internet becoming more rooted in our day to day real time lives. It will turn into more of a delivery platform as opposed to an information supply, a concierge as opposed to a librarian. If we are using the net in real time that relationship 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 rewarding. At this point customary Search Engine Placement services become obsolete and Online Marketing becomes about making connections not appreciating content.

The clever Search Engine Optimization Company will be looking at how that communication can take place in an atmosphere that is so full with information. Ideally, a buyer is exposed to a seller (or a number of sellers) in an situation where he can actually interrogate and compare their offering, ask for detail and maybe even tailor the product or service to his requirement before he makes the choice to buy.

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