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Search Marketing Trends:
Back to Basics
As the recession forces many customers to buy less—and be pickier about what they do buy—search is becoming ever more important to marketers. It is the best customer acquisition tool online.
The Search Marketing Trends report analyzes the factors
The Search Marketing Trends report analyzes the factors that are driving consumers, followed by marketers, to online search engines.
When money is tight, consumers are constantly looking for deals. And, today, that means they are going online to search for better prices, selection and services. If they find them—forget brand loyalty—they will switch to new products or vendors in a clickbeat.
Marketers have four basic search options: paid search, contextual advertising, paid inclusion—all three are types of advertising—and search engine optimization (SEO).
While paid search gets most of the attention and money, marketers are increasingly turning to SEO to acquire new customers.
All four options will experience increased spending through 2013. By then total US search marketing outlays will reach nearly $23.4 billion, and marketers will be spending more on SEO than on contextual advertising.
Key questions the “Search Marketing Trends” report answers:
- What elements of search marketing perform best in a recession?
- Why will SEO get more attention over the next five years?
- How does search marketing complement e-mail marketing?
- Which metrics make the most sense for search marketers?
- How can Web analytics help marketers make better buying decisions?
- How do users’ search habits influence where marketers should focus their search activities?
- And many others…
eMarketer Reports—On Target and Up to Date
The Search Marketing Trends report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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As the recession forces many customers to buy less—and be pickier about what they do buy—search is becoming ever more important to marketers. It is the best customer acquisition tool online.
The Search Marketing Trends report analyzes the factors
Executive Summary
 US Search Engine Marketing Spending, by Type, 2008-2013 (millions)
Key Questions
The eMarketer View
Key eMarketer Numbers-Search Marketing Trends
Search Tactics: Paid and Organic
US Search Engine Marketing Spending Share, by Type, 2008-2013 (% of total and millions)
Types of SEM Programs Engaged in by Search Advertisers Worldwide, by Company Size, December 2007-January 2008 (% of respondents)
US Search Engine Marketing Spending, by Type, 2008-2013 (millions)
US Search Engine Marketing Spending Growth, by Type, 2008-2013 (% change)
Agencies
Search Engine Marketing (SEM) Spending in North America, by Tactic, 2007
Average Amount that Clients of Search Engine Marketing (SEM) Agencies Worldwide Spend on Search Engine Marketing Programs, 2005-2007 (% of total and thousands)
Attitudes of US Online Marketers Toward Paid Search* Marketing vs. Search Engine Optimization (SEO), 2008 (% of respondents)
ROI in 2009 for Select Online Marketing Tactics According to US Online Marketers (% of respondents)
SEO Features
Growth of Organic vs. Paid Clicks for US Online Retailers, by Retail Category, Q2 2008 (% change vs. Q2 2007)
Search Results Most Relevant to Query* According to US Internet Users, by Type, 2004 (as a % of respondents)
Attitudes of US Internet Users Toward Sponsored Links that Appear in Their Search Results, September 2008 (% of respondents)
Types of Ads/Promotions that US Internet Users Find Acceptable or Annoying, September-October 2008 (% of respondents)
Most Important Marketing Tactics According to US Marketing Executives, 2008 & 2009 (% of respondents)
Attitudes of Search Marketers Worldwide* Toward Search Engine Optimization During the Economic Crisis, 2008 (% of respondents)
Search Marketing Objectives
Objectives of SEM According to Search Advertisers Worldwide, by Company Size, December 2007-January 2008 (% of respondents)
Branded Trademark Search Among US Internet Users Exposed to Online Display Ads, 2008
Advertising Goals for 2009 According to Marketers Worldwide, by Level of Importance (% of respondents)
Metrics and Analytics
Average US Search Click-Through Rate (CTR), by Search Engine, Q4 2007-Q4 2008
Average US Search Cost per Click (CPC), by Search Engine, Q4 2007-Q4 2008
Metrics Used by Search Engine Advertisers and Search Engine Marketing (SEM) Agencies Worldwide to Measure Success of SEM Campaigns, December 2007 (% of respondents)
Projections
US Paid Search Metrics, 2008-2013
US Paid Search Metrics, 2008-2011
Search Analytics
Marketing Technologies/Services that US CMOs Use or Plan to Use, October 2008 (% of respondents)
US Online Marketers Who Have Set Aside a Budget for Select Online Marketing Tactics, 2006-2008 (% of respondents)
Companies and Agencies Worldwide* that Have a Companywide Strategy that Ties Data Collection and Analysis to Business Objectives, March-April 2008 (% of respondents)
Purpose of Web Analytics in Organizations According to Web Analytics Users Worldwide*, October-December 2008 (% of respondents)
Usage of Predictive Analytics Among Search Marketers Worldwide, by Performance Level, September-October 2008 (% of respondents)
Areas of Knowledge that Web Analytics Users Worldwide* Would Most Like to Improve, October-December 2008 (% of respondents)
Analytics Solutions Used by Web Analytics Users Worldwide*, October-December 2008 (% of respondents)
Search Analytics Programs Used Most by US Search Marketers, May 2007 & May 2008 (% of respondents)
Search Analytics Programs Used by Search Marketers Worldwide*, 2008 (% of respondents)
The Search Audience
Daily Online Activities of US Internet Users, April-May 2008 (% of respondents)
US Search Engine Users* and Search Ad Users**, 2007-2013 (millions)
US Search Engine Users* and Search Ad Users** as a Percent of Total Internet Users, 2007-2013
US Search Engine User* and Search Ad User** Growth, 2007-2013 (% change)
US Search Engine Marketing Spending per Search Engine User, 2008-2013
Growth of US Search Engine Marketing Spending per Search Engine User, 2008-2013 (% change)
Search Engine Usage
Search Queries per US Internet User, 2006-2011
Comparative Estimates: Top Five Search Engines in the US, Ranked by Share of Searches, December 2008
Search Advertising Spending by US Companies, by Search Engine, Q4 2007-Q4 2008 (% share)
US Customer Satisfaction with Web Portals and Search Engines, Q2 2002-Q2 2008 (based on a 100-point scale*)
Reasons that US Internet Users Would Switch Search Engines, by Search Engine Used Most Frequently, November 2008 (% of respondents)
Conclusions
Endnotes
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Key eMarketer Numbers-Search Marketing Trends
US Search Engine Marketing Spending, by Type, 2008-2013 (millions)
US Search Engine Marketing Spending Growth, by Type, 2008-2013 (% change)
US Search Engine Marketing Spending Share, by Type, 2008-2013 (% of total and millions)
US Search Engine Marketing Spending per Search Engine User, 2008-2013
Growth of US Search Engine Marketing Spending per Search Engine User, 2008-2013 (% change)
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Comparative Estimates: Top Five Search Engines in the US, Ranked by Share of Searches, December 2008
Related Information and Links
Related Links
Contact
Report Contributors
As the recession forces many customers to buy less—and be pickier about what they do buy—search is becoming ever more important to marketers. It is the best customer acquisition tool online.
The Search Marketing Trends report analyzes the factors
Aberdeen Group
ADTECH
American Customer Satisfaction Index (ACSI)
Compete
comScore Brand Metrix
comScore Inc.
comScore qSearch
Credit Suisse
Datran Media
Econsultancy
Efficient Frontier
eMarketer
Epsilon
Experian Hitwise
ForeSee Results
GfK Roper Consulting
IntelliSurvey, Inc.
iProspect
JPMorgan
Marketing Executives Networking Group (MENG)
MarketingSherpa
Nielsen Online
Pew Internet & American Life Project
Piper Jaffray & Co.
Radar Research
Search Engine Marketing Insight (SEMI)
Search Engine Marketing Professional Organization (SEMPO)
Web Analytics Association (waa)
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Price: $695.00
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Price: $695.00
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