Google's Local Search: Allows users to map a location, find a business and get directions. Results are offered in the form of a drawn map, a satellite image or a hybrid version of the two. It also offers users a downloadable version for mobile phones, including detailed directions, integrated search results, interactive and draggable maps and satellite imagery.

Google Earth: This downloadable program available for desktops and phones provides satellite images of addresses, including points of interest such as local restaurants, hospitals, schools and more.

Other players include

Local search: Yahoo, MSN, Yellow Pages, AOL, Verizon Wireless, Citysearch

What this could mean for marketers

Marketers, take advantage of these free APIs! Through Google Maps you can create engaging customer activities. Scotts, a lawn and garden company, could create a planting map combining the Google Map API with local weather information, giving its customers information on best time to plant, which grass seed to use in your area, how much to water/fertilize et cetera.

A search for "hamburger" in maps or on your cell phone could not only provide listings and reviews for local joints, but coupons for free fries to draw customers into locations.

Jeep leverages the Google Maps API for one of its current campaigns. Check out WeAreTheMudds.com, which features a family of Jeep-enthusiasts, the Mudds. It includes brief bios for each of the Mudds, video clips of their adventures, among other interactive activities.

Some companies, like Target, are reaping the benefits of inadvertent advertising within Google Maps. Some Target stores, located near airports, feature the Target bulls-eye logo on their roofs. Google Maps captured the image and voila! Additional (free) advertising!

Companies like Colorado Homes allow potential home buyers to download current listings into Google Earth, or display results in a Google-driven map on its site.

The possibilities are out of this world!

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