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London, 16th July 2013
Marketers are focusing on integration of search marketing with other digital channels and disciplines such as display advertising and content marketing, according to research published today by Econsultancy and NetBooster.
The proportion of UK companies now either fully or partially integrating paid search and display advertising has increased to 58% from only 34% last year.
The research also found that 59% of companies are now integrating their search engine optimisation (SEO) activity with their content strategy, while a further 12% say their SEO ‘drives their content strategy’.
The seventh annual UK Search Engine Marketing Benchmark Report, published in association with NetBooster, is based on a survey of more than 750 in-house and agency marketers carried out in the spring this year.
Amy Rodgers, Research Analyst at Econsultancy, said: “One key trend identified by the research is the emergence of content marketing as a focal point for many organisations. A content strategy has become an integral part of SEO, with a focus on the synergy between creative, content production, online PR and search engine marketing.”
According to the research, agencies are responding to the trend towards integration of different marketing activities, with more than half of agencies (52%) now offering a full range of digital marketing services, an increase an increase from 45% in 2012 and 42% in 2011.
The research also found that Google’s introduction of ‘Enhanced Campaigns’ for AdWords has been met with a mixed response in the world of search marketing, with confusion (and polarisation of survey respondents) around whether or not this will actually help rather than hinder marketers trying to target effectively.
Enhanced Campaigns, introduced earlier this year, means that the structuring of AdWords campaigns is becoming device independent. From next week, advertisers will no longer have the ability to have specific mobile, tablet or desktop targeted campaigns.
According to the survey, 29% of client-side marketers think that Enhanced Campaigns will have a positive impact on their search marketing activity, compared to 14% who said that it will have a negative effect. But more than half (56%) of respondents said they didn’t know what the impact would be, reflecting confusion in the marketplace about its implications.
The research also found that some marketers are struggling to adapt to Google algorithm updates such as Penguin and Panda. Anecdotal feedback suggested an increased demand for penalty recovery services as a result.
Amy Rodgers added: “While the shifting SEO sands represent an opportunity for some agencies, frustrations around constant changes to search algorithms are identified by many respondents as a main factor affecting their ROI from search engine marketing.”
In other findings, nearly half of client-side marketers say that their companies have not taken any action since the launch of Google+, and most are not using it to a greater extent than creating a branded page.
More than half of the companies surveyed are not linking their AdWords campaigns to their Google+ accounts, though awareness of the platform’s impact has increased since last year.
The full Econsultancy / NetBooster UK Search Engine Benchmark Report 2013 is available for download at:
Email or call Econsultancy Research Analyst Amy Rodgers for more information.
Email: amy.rodgers @ econsultancy.com
Tel: +44 (0) 207 269 1450
Econsultancy is a global publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and ecommerce. It is used by more than 400,000 internet professionals every month.
We provide independent research, consultancy services, and worldwide events and training for over 200,000 members and counting, with a retention rate of more than 90%.
For the last 10 years, our resources have helped subscribers learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice and innovation.
Econsultancy has offices in London, New York, Sydney and Singapore and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training extensively across Europe, Asia and the US. We trained over 5,000 marketers and ran over 200 public training courses in 2012.
Join Econsultancy today to learn what’s happening in digital marketing – and what works.
Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 971 0630 (New York). You can also contact us online.
NetBooster is an international marketing agency, native to digital, with a holistic approach to creativity, technology and media to bring the right message to the right people at the right time. At NetBooster we operate in real time; rethinking, adapting and utilising live data to decode, predict and react to consumer behaviour and engagement in intricate detail - as it happens.
Our extensive global network of 450 experts located in 19 offices across the globe, means that we have the capacity to deliver both local and multinational marketing solutions with the same attention to detail, regardless of scale, budget or territory.
The NetBooster Group has been built via tactical acquisition of the best performers in our local markets making us experts at what we do. We combine enterprise level tools and dedicated specialist teams, who work seamlessly together across global and local markets as one team, guaranteeing the same quality service delivery for our multi-territory clients.
Founded in 1998, during the early years of the emerging internet phenomenon, NetBooster was a pioneer within Search Engine Optimization.
NetBooster has evolved into a full service marketing agency with a strong digital focus, offering a holistic approach to technology, creativity and media with specialist units across the group of experts in each field of marketing including: Search Engine Optimisation SEO), Pay-Per-Click Advertising, Display Advertising, Affiliate Marketing, Data Mining, Social Media Marketing, Facebook Advertising, Email Marketing, CRM Intelligence, Mobile, Online Video, Website Development, Special Operations / Projects, Consultancy & Training and Creative Advertising Campaigns. NetBooster delivers these services to clients including Europcar, Accor, Opodo, Argos and Disneyland Resort Paris.
NetBooster’s offices are located in the UK, France, Germany, Spain, Denmark, Sweden, Finland, Italy, Switzerland and the Netherlands, with an international headquarters in London.
Published on: 10:46AM on 16th July 2013