JupiterResearch has found that 26% of large advertisers in companies with annual revenues of $50 million or more plan to increase spending on search engine marketing by more than 25% this year.
The
US SEM Executive Survey, 2007: Understanding the Increasingly Sophisticated Search Marketer JupiterResearch has found an additional 28% of large advertisers anticipate spending increases between 11% and 25%, based on the expectation that keyword prices will continue to rise.
Kevin Heisler, JupiterResearch analyst and lead author of the report, said: “Because marketers with large companies anticipate including major search engines as part of their branding campaigns, they realize this tactic could result in additional expenses and are planning accordingly. But the additional cost is just one of the challenges faced by marketers today.”
In addition to keyword inflation, complex campaign management and methods of tracking the success of search engine marketing activity continue to elude marketers. More collaboration among company CEO’s, CMO’s, and CTO’s could change that, the report states.
David Schatsky, president of JupiterResearch, said: “New media has changed the focus of marketing strategies used by companies of all sizes. Accountability is crucial, but understanding these tactics shouldn’t fall solely to Chief Marketing Officers.
“Other key players such as chief technology officers and brand managers should also be involved in the search evaluation process.”
The recent MediaTel Group Seminar on the future of digital saw the assembled panelists discuss the future of search and Google’s dominance of the market (see The Future Of Search).
Meanwhile, the Simultaneous Media Survey, conducted for the Retail Advertising and Marketing Association by BIGresearch, showed that consumers in the US were most motivated to begin an online search after viewing ads in magazines (47%), with ads on TV (42.8%) and reading articles (43.7%), also scoring highly (see Search Motivations Of US Consumers).
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