Seek4media -‐ the Internet and your Communications Strategy The massive growth, vast sums of money, huge excitement and interest, which have resulted from Internet business, have arisen through the combination of a few simple ideas. The first, in the early 1960s, was to connect computers together. Not just one computer to another but lots of computers and each to more than one other computer. This network was incredibly robust, because ‘packets’ of information could travel from source to destination via any one of thousands of potential routes across the network – if one connection or computer went down, the packet simply took another router. The second idea was that of hypertext. Hypertext is the process of linking together concepts in different documents – I can insert a link behind this word that, if clicked on, takes the user to a different document that perhaps defines that word. On the web, these links can operate between documents, which exist on different computers, which could be on opposite sides of the globe. This is the principle on which the Internet’s ‘banner advertisement’ operates. I run an ad in an online digital media magazine, which says, find out about my product here and the viewer can click on that ad and be linked across to a document (website), which tells them more. This concept of click through is significant and will be discussed more in future articles. These important ideas laid the foundation for a revolution communication. But it was relatively simple piece of technology that changed the Internet from a useful tool for academics around the world into a medium for mass communication. That piece of technology was the ‘graphical browser’. Before these devices were invented, people on the Internet were very largely confined to looking at lines of text (although pictures could be sent as specially coded files). But when the first graphical browsers were invented and began to be widely circulated, ordinary people (mainly in the USA) began to realize that the internet could be a lot of fun because they could share pictures as well as text with other people and now of course video.
Digital media marketing folk realised this too. It was not long before people started writing documents about their companies and products, and publishing them on the Internet. And then, having spent time and energy on these company websites, they realised they had to persuade people to visit them. So they bought little pieces of space in online magazines (publishers were not slow to see the revenue opportunities here and justified the creation of innumerable online digital media magazines through the expectations of profit advertising). These banner advertisements took people from online magazine to the company website and thus generated the traffic that the markers wanted. And so it was that ‘internet advertising’ was born. Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions on digital media today from a prosumer perspectives, please feel free to offer your own opinion on web and digital media in all shapes and forms at: www.seek4media.com
Published on Jul 10, 2010
Published on Jul 10, 2010
Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions...