So Google has a new "feature" in place where if you type in a major website or corporation name a second search box will appear below the corporate listing for that site that allows you to type in another search term to search "within the website Google identified as you having interest in".
A good way to test this functionality is to type in "Walmart", then type in "flat-screen tv". Google searches again, this time looking at walmart.com for "flat-screen tv".
Cool for the consumer. Bad for Wal-Mart, because when the results are returned not only does the consumer see the organic results - they also see the paid click ads above and to the right of the organic results - all trying to get the consumer to their site (not Walmart's) to sell them a TV. So basically a consumer that starts their searching looking for a specific retail chain and specific product, may get sucked into another companies site before they even hit the retailer they were interested in.
Personally, it's just scary of Googles ability to be this aggressive and it will obviously increase the PPC traffic on adwords.. BUT beyond that, it really hurts the value of organic placement for these larger corporations. And leads to a argument for bigger PPC spend on keywords to capture Internet traffic via search engine traffic.
Of course, my take still is that marketers should be looking at indirect messaging / brand entertainment / sponsored experience strategies to invest in going forward. These will provide better ROI (if executed correctly) and the marketer will have more control over what else is going on for the consumer during that messaging effort.
Sources:
First hand experience
http://www.nytimes.com/2008/03/24/business/media/24ecom.html?_r=1&pagewanted=1&oref=slogin
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