Although as we can notice the huge impact of Internet around us, it is notably true that Internet is still in its infancy stage. Advancement and refinement of the existing Internet technologies keeps on updating itself; be it on Search Engine Indexing, Online Marketing, E-Commerce development, Online Web Application Services. Then, there pops one obvious question for us, what is next buzz on the Internet front?? Google just became 10 years old recently and we feel “wow” it has changed so much on the way Internet is used.
Sure, we would get as many clues as well as “ifs and buts” about what is going to impact on the Internet platform. How is it going to be?
The sophistication of Internet is also evident as more and more users especially younger generation adapts to the concepts at a rapid pace. Digital revolution is on and on and on. However, about the Online Marketing, many would agree with me that it has became a bit of garbage collection; with banner ads, pop-ups always interfering you to grab your attention when you feel vulnerable but can’t give-up but to acknowledge the fact that it is the part of the package. There is little doubt about the future of Online Marketing as the Internet continues to grow; the growth of Online Marketing is coherently attached with it. Online Marketing is still haunted by problems of phishing, password hackers, tracking cookies, theft of identity and over and above all “SPAM”. There is uniquely accepted model about SEO (Search Engine Optimization) and marketing through PPC (Pay-Per-Click) as they are going to be there as long as users are going to use Search Engines.
About the PPC (Pay-Per-Click); I personally feel that people have started losing their faith into this, as more and more people suffer due to mismanaged PPC campaigns losing the core marketing budget of any company. The percentage of fraudulent clicks has always been an issue in PPC campaign that after the loss, the sufferer says it would have been wise trading peanuts with that amount of money. The Google and Yahoo people should think about having a solution for this hue and cry of advertisers. Hence in this scenario, Organic SEO (Search Engine Optimization) is poor man’s “King” of various methods of online marketing, although it takes time, it sure reaps dividend.
We are hearing some news about “Page Rank” of Google is going to have partner in form of “Trust Rank” which would create more insight about the reputation of particular website.
There are several prophecies creating a buzz around about the future of online marketing; I have tried to put some of these in my words which have personally made my head turn-around.
1)Power of User Generated Content
Blogs and podcast have certainly given more power to the users irrespective of their status, culture, race, gender. Such a huge is the impact of it’s web-presence that major corporate houses are forced to hire expert professional who can act as bloggers on their behalf so as to uphold the reputation of their company. Earlier it was the job of PR (Public Relations) department which used to go the extent of proliferating bad mouth about the competitors through press releases. They would call their media contacts (trusted aka purchased) to keep the coverage of the negative story buzzing around. Contrary to that scenario, the reign of publicity lies into the hands of people now, which through the power of User Generated Content displays and vent out their true, uncensored opinion about the product, brand and services. Hence, there is hardly anything left for any company to stop anything which is bad-spoken about their product, brand or service. The news which is posted gets comments (good and bad) and it spreads to their advantage or disadvantage. “People Power” in true sense achieved.
Conversations about you and your company, your brand, your products, about the services you provide are going to be discussed on the blog and webrings irrespective of your presence. You have to decide whether you have to be part of it or avoid it. Discussions will continue to happen whether you like it or not, whether you want to get involved or left out is up to you. Hence it has become extremely necessary for continuously monitoring about what is being written about you and you will have to take counter action immediately to keep that news to the flow. It has changed the whole scenario how the PR Department of the Big and Small Companies works now. The Companies have to be on high alert on what’s being told about the User’s Content through Social Communities and Blogs worldwide. Companies acknowledges to pay attention to what Blogosphere is saying about them.
2)History and Geography of Search Engine Optimization
Search Engine Optimization is playing a dominant role in the marketing fraternity. One cannot overrule the fact that SEO has powerful impact on the reputation of your Company and hence it has direct influence on your marketing strategies. With the evolvement of social media with Web 2.0; Users are slowly and steadily shifting their foot-hold on Online Social Connectivity unlike emails and search engines. We have noticed the change of ways of Internet Marketing within a very short span of time, hence it becomes extremely difficult to fathom about the form of its future. The potentials of different methods of online marketinglike email marketing, SEM (Search Engine Marketing) are changing hands to the advent of different strategies like Online Social Media Marketing. Engineers at Google, Microsoft and Yahoo are busy in their research to guide their own way to the future of Internet Technologies. Ultimately it would be detecting the nerves of the Users whether this is acceptable or that.
We can foresee that Search Engines might have to give way to Visual Algorithms which would be able to detect image of the page to analyze the properties of visible text, media, graphical animation and any visible density of keywords. With more powerful OCR (Optical Character Recognition) techniques along with the processing power of AI (Artificial Intelligence), it would make much easier a task of optimizing a site for search engine capabilities to improve their SERP (Search Engine Result Page).
I think we would also be provided a search results based on the advent of technology which would be able to judge a website irrespective of any technology being used for its development. Eventually we may get rid of the need to optimize our site for Search Engines.
3)Algorithm to detect Natural flow of Language
We would have to prepare ourselves for the future Search Engine Algorithms which would also be able to judge based on bad spelling mistakes, spelling errors, any irrelevant text etc. With the embedded processing capabilities of AI (Artificial Intelligence), it would be needed to equip ourselves to fight against misspelled keyword marketing, duplicate content, spammers using garbage text etc. Hence, Search Engines would rank websites based on the development of new algorithm which would be able to detect the flow of natural language unlike the garbage of irrelevant texts. Themes and Templates copying along with Duplicate Content Filters would also be punished heavily based on the advent of these algorithms. Both Google and Yahoo are working on yet another version called “Trust Rank” which would have more relevance than “Page Rank” to judge the authenticity of website. It will index based on low bounce rate, high visitors, website’s age, history of email spamming etc. Unlike the confluence of human editors along with automated algorithms to fight spams, the future algorithms would be able to fight on their own.
4)Speed of Searching as well as User-friendliness of Search Engines
With the increase in Internet bandwidth, the search results would simultaneously display images related to our search query. The speed of Internet would make feasible for search engines to show more visible results. We can predict that we would be provided mouse-over Zoom-Up facilities for taking a quick review of the site I want to open. This is way beyond the usual SERP (Search Engine Result Pages).
We would also be provided Search-As-You-Type facilities along with Search Suggestions as we see today. Search Suggestions would also incorporate multilingual capabilities as per geographical area of user. As for example for non-english speaking users, the English equivalent search phrase would be shown beside their own language, which would ultimately good for the English Speaking countries to do business with them.
5)Impact of Search Engines on Online Shopping and Purchase as well as Personalization
You cannot deny a possibility that Search would not be required in a logical sense if you are going for some Online Purchasing or Shopping as what you would provide in the form of search query to Google, Yahoo, MSN live or any other Search Engine would automatically generate reports based on Price Comparisons of products, other relevant products options along with background research as well as Positive or Negative Comments about that product.
Search based on geographical area of purchase will also play pivotal role. We are already experiencing localized search results. This is going to affect marketers which would target the localized people trying to purchase in that particular area, moreover the purchase pattern results will change when the consumer is changing it’s geographical area. The taste and style of consumer will also being taken care of.
Wow, Are you thinking what I am thinking right now. Imagining the impact this is going to create!!!
6)Impact of Social Media Marketing
The role played by Online Social Media is increasing at such a rapid pace that I think it would slowly able to embrace the facilities of Online Application and Services into its Comfort Zone which would bring all on one platter be it Shopping, Banking, Trading, Communications, Specialized Application based on personal users’ choice and capabilities. The role played by Facebook cannot be ignored. It is equipping itself with more and more services. You may be dismayed that you would be eligible to get paid services for free. Here, the Search Engines will only serve you like API (Application Program Interface) like any other Web Service.
The role played by Social Media along with Mobile platform will create new means of communication which would be secured besides being “FREE”. Hence, other emails or Newsletter Circulation would be replaced with Online Social Medias.
Mobile-commerce would develop along with Online Social Media becoming more user-friendly as the personal power to influence purchase will also get a boost. Persons and Celebrities with greater reputation will have greater “Trust Rank” and can influence purchase. In short, they would be brand ambassadors for the Online Marketers. Your individual power to influence your society will increase your brand value and provide you endorsements from Online Marketers based on your “Power to Influence People”. People would be hired by companies based on their reputations. Hence your Social Position is affecting Social Marketing Scenario and hence it is involving even the Company for some sort of social cause although they are more interested about the influence you provide for Social Marketing.
Even Web based User Analytics is going to affect our Internet Marketing Process as it would be merged with Consumers data which would further create hybrid marketing techniques based on individual consumers’ choice and habits. For these to come into action, Data manipulating applications and manipulators would be hired to make composite online marketing proposal which would supersede other online marketing techniques.
Every method of online marketing would increase the client awareness and hence push the limits of Online Marketers to prove themselves as well as their marketing techniques based on User Preferences.
This would eventually bring a lot of changes in terms of ease of navigation on website’s, as companies would realized what their customers’ expect and they would try to facilitate that.
After various permutations and combinations of these technologies and methods, or any other superseding techniques which may come here to dominate the field of Online Marketing, fingers would remain crossed about who is going to be where after say 5 to 6 years or after 10 to 12 years.
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