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Search marketing enters Jupiter's orbit

The consultancy sets up a service to help companies with the increasingly popular and complex practice of advertising via sponsored listings.

Jupiter Research said Tuesday that it's launching a service to help businesses with search-related marketing strategies.

Called Online Search, it's designed to help companies choose partners and products that take advantage of changes in the search industry.

As the evolving search field has become more competitive, search companies have fine-tuned their products to attract companies willing to pony up for sponsored listings.

As a result, the field has become increasingly complex for companies hoping to use search engine marketing to get the word out about their products. Jupiter is hoping to help companies navigate the field, which it called "the hottest segment of online marketing into 2004."

A recent survey by Jupiter said that search engine marketing is fast trumping banner ads among some marketers.

The survey found that 76 percent of marketing executives who use search engines to market say it's more successful than banner ads. What's more, 64 percent plan to increase their spending on search strategies.

"Search is the single greatest opportunity to learn from--and influence--customer behavior," Matthew Berk, a senior analysts at Jupiter, said in a statement.