US search marketing to grow 14% this year- SEMPO

The findings are based on a global online survey of nearly 1,500 client-side marketers and agency respondents, commissioned by The Search Engine Marketing Professional Organization (SEMPO) and conducted by Econsultancy.

The report finds that measuring the return on investment (ROI) is the biggest challenge facing marketers this year in all three key search tactics covered in the survey -- search engine optimization, paid search, and social media marketing.

Focus on ROI is highlighted in the report’s executive summary as supportive of the industry growth estimate, as well as rationale for the shift of marketing budgets from traditional media to the more efficient, effective and measurable use of search tactics. 

Other key findings include:

• The rise of social media marketing budgets, although still modest compared to search engine optimization and paid search, represents the biggest opportunity for search marketers this year.
• Around half the companies (49%) are reallocating budgets to search engine marketing from print advertising. More than a third (36%) are shifting money away from direct mail, and almost a quarter are moving budgets from conferences and exhibitions (24%) and web display advertising.
• The research highlights Google’s dominance as a search engine, with 97% of companies paying to advertise on Google AdWords. Nearly three quarters of companies (71%) pay to advertise on the Google search network while 56% use the Google content network (keyword targeted).
• More than half of advertisers (56%) and agencies (62%) say that Google keywords have become more expensive over the last year. Meanwhile, only around a third of advertisers noted an increase in Yahoo (32%) and Bing (29%) keyword costs.
• From a range of trends and marketplace developments, company respondents are most likely to say the personalization of search results is having an impact. Just under a third of companies (31%) say this is “highly significant,” and a further 44% say it is “significant.”  Agency respondents felt the “rise of local search” was the most significant emerging trend with 38% saying this was “highly significant” with 47% labeling it as “significant.”

Sara Holoubek, outgoing SEMPO President for 2009-2010, said; “Difficult market conditions caused by the recession resulted in a relatively slow year for the industry in 2009, which was improved by a significant upturn in the fourth quarter. This momentum has continued into 2010, and we are expecting a return to double-digit percentage market growth in 2010.”

Marc Engelsman, a member of SEMPO Research Committee, said: “While measuring ROI seems to be an obvious reflection of today’s economic environment, it is important to note as it will likely continue to drive budget decisions. This bodes well for the continued growth of the search industry as evidenced by the projected increased investment in search tactics.”

Linus Gregoriadis, Econsultancy research director, added: “New to the report are more in-depth looks at social media marketing as a complement tactic to search optimization and paid search marketing programs. While spending is still modest, many do look forward to increasing investment in social media efforts this year.”

The report is based on an online survey, which took place in January and February 2010. SEMPO and Econsultancy promoted the survey to their respective members, offering a complimentary copy of this report as an incentive for participating. 1,471 respondents took part in the survey, including 527 advertisers and 944 supply-side respondents carrying out search engine marketing on behalf of clients (including agencies or consultants).

SEMPO’s State of Search Engine Marketing Report 2010 can be purchased at http://econsultancy.com/reports/state-of-search. SEMPO will make free copies available to its members and those who responded to the survey.

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