It’s like the Three Musketeers; All for one and one for all! Hmm… Did I get that right?!

It’s probably more like one for one = Google for themselves and the rest will try and tag along.

The battle of the triplets have been going on more for many a moon, however Google has always managed to stay ahead of the competition year in year out.

It’s no competition for them really; after all, Google possesses about 90% of the current search market share in the UK.

I wouldn’t get too comfortable if I were Google though.

Of late, we’ve been reading numerous articles and press releases about Bing pushing new features out to the market, integrating search results with Facebook data and even rolling out a mobile browser that further integrates the search results with Facebook users’ preferences.

How about Facebook itself and Twitter then? Even LinkedIn has started to invade the space!

They are the (fairly) new kids on the advertising revenue block, and definitely the ones to watch out for.

These guys seem to come up with various CPC and CPM models like nobody’s business and Twitter has even launched ‘sponsored tweets’ and ‘promoted trends’ to try and attract new advertisers on board.

The world of simple (well, let’s be honest, it’s always been rather complex!) PPC marketing is fading away and we are faced with multi-channel, multi-social and multi-integrated marketing channels to choose from.

User behaviour is also changing: it’s all about being social and transparent, what we like, what we dislike and we are sure to share this information with all our connections.

Thumbs up and Thumbs down method seem to be the way forward, and it’s a highly powerful tool to drive sales or kill sales.

Not to be forgotten, this doesn’t only apply to the consumers, it’s imperative that brands are interacting with their consumer base actively and engaging them in conversations, good or bad.

So what next? We are still none the wiser who’ll be the long term King of the Castle.

The race for the crown is still on.

Will it be a search engine, social platform, or a mix of all? Perhaps we will witness one of the search or social media giants combining all the above elements in the future.

Watch this space – I’m surely keeping my eyes peeled!

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