Search Engine Marketing Spend to Double
“The recession is driving marketers to concentrate on gaining new business, even more than on customer retention objectives,” says Donald Hallerman, eMarketer senior analyst and author of the new report, Search Marketing Trends: Back to Basics. “Search is the ultimate online acquisition tool, and therefore is positioned to do relatively well in this economy.”
The four main search options are paid search, contextual advertising, paid inclusion and search engine optimization (SEO). According to eMarketer’s predictions, U.S. spending on all four types will nearly double from $12.2 bilion in 2008 to $23.4 billion in 2013.
Although all options will see increased spending within the next five years, SEO spending will grow more dramatically than the others.
Paid search has traditionally gotten most of the money and attention, because its effects are immediate. Unfortunately, marketers have to constantly pay for their ads to appear in those search queries.
SEO, however, is more about the investment of time—not money. Marketers must constantly maintain their websites for best results.
“Customers are going to search engines because they are looking for better deals,” says Mr. Hallerman. “And marketers are going to search engines because that’s where the customers are.”
For more information, visit eMarketer.com.