There’s a new article in Online Media Daily about the importance of Search in Marketing activity, according to David Verklin, CEO Carat Americas and chairman of Asia Pacific, who delivered a keynote address Wednesday at a summit about search marketing arranged by Yahoo.

"Search will become ubiquitous," Verklin said, adding that the concept of "search" already had moved beyond the notion of searching the Web: Tivo, he said, is "a search engine for television," while GPS is a form of search for cars.

"Search is becoming the behavior of choice," he said. "Our job as advertisers," he added, "is to put our clients’ products in the path of search behavior."

The fact is that many times an online search for something ends up in a offline conversion (ie: search for a car online but go to a dealership to buy the car).  Search has to be figured into pretty much all marketing now.

Most of what is termed "Search" is still Paid Search, but more and more companies are thinking Organic Search and other forms of search (ie: local search, rss feeds, press releases, all which also falls under Search in some way or another).