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Recent developments in the way we communicate through the net have been less about habitual 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.

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

Usual 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 form of broadcast media not too far removed from to a newspaper albeit with digital trickery to make the occurance more attractive.

Is this all about to change? 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 ten years, we can expect to see the use of the web 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 provider, a concierge as opposed to a librarian. If we are accessing the net in real time that association will become two way and transactional, broadcast methods 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 merely reading a website will be less than satisfying. At this point usual Search Engine Placement services become obsolete and Online Marketing becomes about making connections not appreciating content.

The astute SEO 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 actually interrogate and compare their product, 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 starting to occur.