Last week, a very important report was released for those in the internet marketing industry. The 2010 SEMPO (Search Engine Marketing Professional Organization) report was released. This report is based upon a survey of approximately 1500 professionals and companies in the Search Engine Marketing field, and is conducted by a group called Econsultancy. So what can this report tell internet marketing professionals?
Well, for starters, the SEMPO predicts that the SEM industry will expand in 2010 by a fair margin. The estimate is a 14% increase. In dollar terms, this means the industry will go from an already healthy $14.6 billion to an even more robust $16.6 billion.
The report also pointed out the challenges that marketing consultants are facing. The top priority for many SEM professionals is finding good metrics for return on investment, or the ROI. Because of the shift from pure SEM to different online marketing channels, it’s becoming harder and harder to track the exact ratio of money in to money out.
Social media is a hotter item than ever, and while budget allocation to social media marketing is still relatively low, 59% of marketers plan to increase their social media budget this year. In addition, 74% of agencies reported that social media had an impact on the way they conduct search engine marketing campaigns.
Google is still the leader
A staggering 97% of search engine marketing is done via Google’s Adwords. Agencies have also noted an increase in the cost of Google Adwords, while those who use competing search engines such as Bing and Yahoo report that prices have not changed noticeably over the past year.
Local Search and Geo-SEO
Local search is definitely playing a part in the way SEM agencies are working. 74% of those surveyed indicated that local search was significant, or every significant. Responders also reported that local search was the biggest trend to emerge this year.
Budgets for SEO and SEM are definitely increasing across the board. Companies who responded expect to increase SEO budgets by 43% and SEM by 37%. This means more competition for top keywords, which will force marketing teams to get innovative.
This is only a sampling of the information available in this report. To read more, you can purchase the complete report from Econsultancy here.