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Search Marketing Trends: Back to Basics
eMarketer, Feb 2009, Pages: 23
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…
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