Search Marketing Benchmark Guide 2009

MarketingSherpa: Search Marketing Benchmark Guide 2009

A little-known fact among marketers is that spending on search accounts for half of all dollars spent on online marketing. With the search marketing industry expanding nearly 30% globally (even with the slowing economy) – fact, tactics and trends change rapidly.

Search budgets continue to rise. It is estimated that in 2008, US search spend will increase 27% to $16.5 billion. International search continues to grow as well, pushing to $11.9 billion. While the US is in an economy downturn, a staggering 80% of advertisers say that they are either making no change or increasing their budgets. This speaks to the fact that search continues to be the most efficient marketing tactic, and companies are focusing on their best tactics.

Companies spending more than 60% of their marketing budget online are also spending 60% of their online on Paid Search. On the low end, companies spending less than 30% of their marketing budget online are also spending less than 30% of their online on Paid Search. Generally, if you are spending online, you are spending a large portion of it on Paid Search.

In terms of industries, Web Media, Retail, and Software lead the way on search spend.

The companies that bring search in-house do so based on the perception that they can manage it just as well. Of the companies surveyed, the majority of them underestimated the time that it would take to get it running but found that they were executing search just as effectively.

Search_Branding_Research

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