Search engine marketing will grow in importance, study says
Published March 30, 2010
Digital marketing professionals believe that search marketing will see an increase in its share of overall marketing spending, according to a study conducted by the Search Engine Marketing Professional Organization.
SEMPO says that "the report is based on an online survey, which took place in January and February 2010 ... 1,471 respondents took part in the survey, including 527 advertisers and 944 supply-side respondents carrying out search engine marketing on behalf of clients."
The report found that 97 percent of digital marketing professionals reported advertising on Google AdWords, and paid search specialists said that pay-per-click keywords had become more expensive in Google's system. This contrasts with Bing and Yahoo, who, respondents said, had cheaper keywords.
Various techniques can be used for search marketing, including natural SEO and social media marketing techniques, but they work best in combination with each other, experts say.