For the forth year running, we’ve been asking search marketers in North America to give us their views of the state of the industry.
Previously we’ve covered a broad area of concerns, from how search marketers set objectives and metrics, right through to budgets, resourcing and the integration of social media.
This year while covering similar areas to the previous, there are a few differences. Below are some of the things we are looking for, but better yet, take our survey before the start of next week and you’ll get a complimentary copy of the report worth $695 before anyone else gets a look!
And do feel free to share the link: http://ecly.co/SEMPO-2013
Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.
Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.
There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.
Marketers in the US are continuing to invest heavily in mobile paid search across Google and Bing/Yahoo, with the total spend on tablets and smartphones up 65.9% year-on-year to 28.7% of search budgets.
Taken individually, spend on tablets increased 87.6% compared to Q3 2012, while the increase on smartphone was 118.1% in the same period.
The increased investment is unsurprising considering the consumer shift towards mobile search and the recent roll out of Google’s Enhanced Campaigns.
Data included in our own Mobile Commerce Compendium shows that search is one of the top three most popular smartphone activities behind email and making calls, so it’s inevitable that marketers will begin ramping up their investment in this channel.
It's nearing the end of Q3 so I thought it time to round up some of the brilliant reports that our research team has produced in the past three months.
The topics include search engine marketing, user experience, cross-channel marketing, Facebook ads and the increased investment in display.
To see more great statistics from Econsultancy reports check out our round ups from way back in Q1 and Q2.
So, here are the stats...
Can you remember back to those days when you naively viewed the internet as an innocent playground of interesting things, before your outlook was forever sullied by initiation into the digital marketing community?
Before your blinkers were taken off and you realised that 95% of everything on the internet has been specifically put there – after a lot of thought, time and investment, I might add – to make money?
Every now and then a report is published that suggests people are slowly coming round to the idea of using Google+, however the reality is that it is still a long, long way behind Facebook in terms of active users and average time spent on the site.
Also, I recently looked at how major retailers use Google+ and it’s clear that they don’t have a very high opinion of the network.
But there’s still a nagging sense that businesses can’t afford to totally ignore G+, as there’s a chance that in the long term it will have an increasing influence on search rankings.
Given this discussion, the use of G+ was explored in the new Econsultancy/NetBooster UK Search Engine Marketing Benchmark Report 2013. It revealed some striking differences between client-side and agency responses over the perceived impact of G+.
In the UK search is a one-man show, with Google hoovering up around 90% of the market while Bing and Yahoo battle it out for the rest.
So it takes a brave man to start a company that aims to take on Eric Schmidt and co at their own game.
But as co-founder and CMO of WeSEE, Adrian Moxley has risen to the challenge. His startup has created a visual search engine by using image recognition technology to classify pictures and photos across the social web.
I spoke to Moxley to find out more...
The more data points we have as marketers, the more we are able to analyze the effectiveness of of what we do online and how we can readily adjust our strategies, including search.
Each year, we look ahead and try to focast what changes we can expect in the year ahead. No one predicted that Facebook would be joining the search game but here are another few predictions that may happen in the next 12 months.
Pay-per-click advertising can be one of the fastest ways to drive new traffic to your website. For companies looking at breaking into new markets, it can be a low-risk, cost-effective way to get started.
However, many businesses are failing to realise its full potential, especially in other languages.
Marketing today has so many different guises that it’s impossible for professionals to live by one skill alone.
Ten years ago there were clear divisions and defined roles and skillsets. PRs, writers, marketers, web developers and search marketers hardly spoke, let alone crossed into each other’s worlds.
The situation has changed dramatically since then and it’s time for the agency world to follow suit.