Today the newest edition of the SEMPO State of Search Report was released and as expected the Search Marketing industry continues to gain speed as the growth rate of 2012 is estimated to be nearly 19% YoY.
The full report is available for SEMPO members only at SEMPO.org. (Memberships start at $125)
Key findings on the report are summarized as the following:
1.0 Rise of Mobile – Mobile has taken off with the proliferation of smartphones and tablets and will continue to increase at exponential rates. Marin Software predicts by the end of 2012 Mobile clicks and budgets will be ~20%+ of campaigns.
Business Insider also put out a great presentation on Mobile trends earlier this year:
2.0 SEO –
- Google algorithm updates – The major updates in Panda and Penguin (among others) shifted focus on rich, deep and fresh content which removed spam sites while also impacting legitimate brands and their digital presences.
- Organic optimization is always evolving and multi-focused across on-page and off-page factors, to social and URL factors. The importance of Content management and evergreen, real-time content execution is another forward thinking approach that Razorfish practices.
3.0 Cross-Channel Integration –
- A few different sub-topics to note are the shifting of budgets to support social as well as challenges of integrated measurement since data sources are disparate for many companies. As a full service agency, Razorfish has been focused on cross channel integrations, measurement and insight for years. Our media and measurement teams are integrated to bring an integrated solution to our clients to meet these challenges.
- Measurement and metrics are skewed across SEO and PPC to a subset of direct response KPI’s and it appears like companies still struggle to tie the offline sales back to online spend.
4.0 Social Evolution
- Search and Social continue to evolve and seen as not only as direct response vehicles, but also brand channels. See Figure 5 below and the big increase of focus using SEO for increasing Awareness and Reputation.
- Decline of Facebook PPC ads – similar to the Facebook stock trends, the number of companies with a SMB focus experimenting with these ads are on a sharp decline.
- New social channels have found homes in marketing plans such as Google Plus and Pinterest.
Overall the report shows significant growth of digital marketing and expected growth in budget going into 2013 as Search is extremely measurable and opportunities continue to unfold as the landscape evolves and devices and consumer behaviors progress.