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The Ireland Search Engine Marketing Report 2008 has been produced by Econsultancy in partnership with ICAN and its research partners Cybercom, Interactive Return and RingJohn.
This report is based on a survey of digital marketers and interviews with leading agencies and advertisers based in Ireland.
The research has been supported by the Irish Internet Association (IIA) and the Irish Direct Marketing Association (IDMA).
It looks at how advertisers are approaching search engine marketing and how much they are spending, as well as containing an assessment of the marketplace.
The report findings are divided into the following sections:
-) Objectives and effectiveness
-) Search engines
-) Search problems and issues
-) Market overview
The 42-page report also contains a section on market valuation and a discussion of market trends and barriers to digital marketing growth. Highlights from the findings include: -) The market for paid search marketing in Ireland was worth an estimated €34 million in 2007 and this figure will grow to €53 million by the end of 2008.
-) Search engine marketing commands the largest proportion of online marketing budget, with an average of 40% going to search.
-) Internet marketers in Ireland rate SEO and paid search as the best digital channels for return on investment.
-) Some 98% of search marketers in Ireland are paying to advertise on Google compared to only 38% for its closest rival Yahoo.
- Ireland Search Engine Marketing Report 2008 (PDF) (12.9 MB PDF)