North American companies are expected to spend almost 20 percent more on search marketing this year than in 2012 for a total search spend of $23 billion. While search budgets remain strong, many search marketers have major concerns about the state of search marketing in 2012 due to confusing changes in Google’s algorithm, the lack of accurate mobile analytics, complex cross-channel attribution models, and the challenge of retaining technological talent. These are a few of the findings from The State of Search Marketing Report 2012 released by The Econsultancy and SEMPO. MediaPost.com covered the highlights of the report to shed light on the outlook for search marketing.
This revealing report was based on 883 respondents from 36 countries across a wide range of B2B and B2C sectors. It showed that while more than half of respondents project increasing budgets for SEO and paid search this year, the majority of marketers not raising their budgets are keeping them the same. In addition, 17 percent of respondents plan to lower paid search spend and approximately 10 percent will decrease their SEO spend.
Google’s controversial algorithm changes are viewed positively overall, but the new system’s ability to fight SEO spam sites remains confusing and concerning to brands.
Yet greater unease was expressed over the issues of integration and attribution. The report indicates that one-third of respondents are worried about integration and measurement with additional online and offline marketing channels since they are still lacking a solid understanding of the total impact from all search channels. In addition, 29 percent expect to have a difficult time securing budgets for paid search this year.
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In 2012, search marketing is expected to remain a significant player in online advertising. Still, current concerns continue to plague marketers as they seek the most effective and efficient ways to leverage search for success.
MDG Advertising, a full-service Florida advertising agency with offices in Boca Raton and New York, NY, specializes in developing targeted Internet marketing solutions, exceptional creative executions and solid branding and media buying strategies that give clients a competitive advantage. Our core capabilities include branding, logo design, creative, digital marketing, print advertising, direct mail marketing, media planning and buying, TV and radio, video, website design and development, online advertising, email marketing, social media marketing, search marketing, and search engine optimization (SEO).
Read more at MediaPost.