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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    

Seek4media - the Internet and your Communications Strategy  

Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions...

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