Search engines have become a utility like oxygen, electricity, and other essential services. They are perceived differently by users, advertisers, and the engines themselves. For users, search provides livelihood, passion, and answers to questions. While search will always be needed as people constantly seek new information, the methods of finding answers will continue to evolve, such as through mobile search, apps, and social media. This could fragment the pool of search providers to a point where current major engines like Google may no longer play a central role.

1. Search as a Utility & The Impact on Marketing

2. Oxygen

3. Electricity

4. Search

5. How the Utility is Perceived by… The Engines Users/Consumers Advertisers

6. Engines

7. Users

8. Advertisers A search is a response to something, but it is also awareness, consideration and research.

9. What Does it Mean to Us? Livelihood Passion Answers

10. The Future of Search Utility Will it always be there, or is it the landline?

12. Mobile Apps

13. Social ConversationsUnified Search Platform will be needed, but could the pool of possible answer providers fragment to a point where Google is not even a part of the plan.

14. Janel Landis Laravie Founder of Chacka Marketing @janellaravie or janel@chackamarketing.com