The 2011 UK Search Engine Marketing Benchmark Report is now available from Econsultancy. The survey, carried out in association with digital agency Guava is based on feedback from 600 advertisers, and agencies.
The survey highlights the growing digital marketing trend towards mobile and local search. As more consumers access the internet via mobile devices, it makes sense for marketeers to focus more effort in this area. The increase in people searching for local services, and products, is also being fuelled by the use of hand-held devices to provide instant information on where a person is stood at that exact moment.
Guava SEO director Teddie Cowell:
“Local search offers fantastic opportunities to better target audiences. The level of buy-in for search within companies has also improved.”
Amongst the survey’s findings are:
- Just under a third of companies (30%) carry out local search (up from 27% last year), but a further 21% are planning to do so.
- More than half of client-side marketers saying they expect budgets for both SEO (59%) and paid search (53%) to increase in the next year.
- Some 63% of companies say they plan to increase social media budgets in 2011, compared to 65% in 2010 and 48% in 2009.
- Google leads the way for PPC spending, but the majority of companies are also increasing investment in Facebook, LinkedIn, YouTube and Twitter.
- 46% of companies say there is some integration of paid search and display advertising, while 9% say there is full integration. Some 45% say there is no integration.
- Just over half of advertisers (53%) say they re-target search prospects with display ads. Just under two thirds (64%) of supply-side respondents say their clients do this.
- Two thirds of companies surveyed (67%) carry out social media marketing exclusively in- house, compared to 42% for paid search and 52% for SEO.
The full report is available to order from the source link.
Source: Econsultancy — UK Search Engine Marketing Benchmark Report