• by February 20, 2004

Yesterday's Online Minute reported that Jupiter projects the search market will swell to $14.8 billion by 2008. That is inaccurate. Jupiter research analyst Nate Elliott points out that the figure does not apply to search alone, but includes paid search, as well as banners, and e-mail. The whopping $14.8 billion figure applies to the total online ad market, according to Jupiter's projections. Paid search accounts for $4.3 billion of that amount, or 29 percent. Thank you, Nate.

In 2004, Jupiter projects paid search will represent $2.1 billion. Forrester Research puts that number at $2.8 billion.

One of the most intriguing areas of search and certainly an area that's poised for growth is local search. I think that whoever can corner the market on local search listings will be the new kingpin of the category. How will Yahoo!'s new search service develop the local search experience? We have yet to hear about that. In order to target users' locations, search providers need local information - like registration information. Will smaller providers get kicked to the curb or pair up with Yellow Pages directories and other directory services?

Meanwhile, search is only as good as its ability to offer marketers who buy search terms quantifiable results. As Jeffrey Hertzog, CEO, icrossing says in an interview with eMarketer: "Quantifiable results are everything. The delivery's just the first aspect." Hertzog says search programs need a strong call to action, "quantifying the results down to what keywords provide the most actions and looking for derivatives of those keywords, and asking questions why other keywords are not are as successful, whether it's in the messaging or the keyword selection."