Conclusion: According to Roy Morgan Research, nearly six million people use a search engine each month and the competition to serve them is becoming more intense. With the July launch of its search engine, Sensis, the advertising arm of Telstra, is marketing its services more aggressively. Over the last few years it has defined a niche for itself in the SME sector of Australian business and aims to capitalise on that relationship for the future.

Despite Google's apparent pre-eminence and Overture's strong ties with major online publishers, Sensis purports to offer a range of products that the two do not have. Competition will be greater now as Overture is directly pitching at the SME sector but with its variety of online properties, Sensis claims to have a suite of services that are appropriate to any type of organisation.

Organisations will benefit from the additional competition in the search and services market and ought to examine the product portfolios of each company to see how they can deliver results through their channels more efficiently.

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Guy Cranswick

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Guy Cranswick