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| Home > Resources > Articles > Highlights from SEMPO’s State of Search Engine Marketing Report 2010 | |||
Highlights from SEMPO’s State of Search Engine Marketing Report 201004/02/2010
The survey recently conducted by the Search Engine Marketing Professional Organization (SEMPO) of over 1,500 agency and client-side search marketers from 68 countries has been released with surprising results. The survey predominately concentrated on the core definition of search engine marketing (SEM) – search engine optimization (SEO) and paid search – but was also able to draw out more information on social media marketing (SMM), an aspect of SEM that is quickly becoming a key element of search marketing.
SEMPO discovered that advertisers and companies have remained steady in their use of SEO in recent years (approximately 90%) and the use of paid search has seen a considerable rise in the past two years (to about 81%) - results that are indicative of the importance that executives are placing on evaluating ROI for marketing efforts implemented in a burdened economy. Traditional print advertising is suffering because evidence of a direct or immediate connection to ROI isn’t easily established. Companies are moving away from traditional mediums like conferences, exhibits and direct mail. The decline of direct mail advertising is unexpected because traditionally, it’s been viewed as a ROI tool that is highly-measurable and effective. SEMPO’s discovery of paid search marketing’s rising viability surprised some industry experts given the escalating increases in keyword cost-per-clicks.
These are some of SEMPO’s other finding from the survey: 1. Agencies consider the rise of local search as the most significant impact on search, while companies consider personalization the most significant. 2. 74% of agencies agree on the fact that the rise of social media has had a significant impact on SEM, while only 52% of companies hold that sentiment. 3. 53% of companies’ management tools for paid search consist of just using search engine tools and an Excel spreadsheet rather than tapping sophisticated bid management technology. 4. 23% of companies admitted to not having a budget for SMM at all, with 73% of companies budgeting less than $25,000 for SMM in 2009. 5. 52% of companies expect to spend more on SEO this year (2010) than last year, while only 37% of companies expect to spend more on paid search. 6. As a whole, companies expect to spend around 43% more on SEO this year (2010) than last year. 7. 62% of agencies and 56% of advertisers surveyed said that keywords in Google have become more expensive over the last year, while only 32% experienced an increase in Yahoo, and 29% experienced an increase in Bing. 8. 97% of companies are using Google AdWords, 71% advertise on Google search network and 56% utilize the Google content network. 50% use Yahoo Search and 44% use Bing. 9. In terms of reallocated budgets towards SEM, 49% of budgets have come from print ads, 36% have come from direct mail, 24% from exhibitions/conferences and 23% from Web display advertising. 10. 2009 was a slow year overall but the fourth quarter showed significant promise. In 2010, the SEM market is expected to reach a value of $16.6 billion with an estimated growth of 14% by the end of 2010. Other ServicesOther Services we Provide
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