SEMPO 2011 State of Search Marketing Report Estimates Industry to Grow from $16.6B in 2010 to $19.3B in 2011
Facebook becomes major player in PPC campaigns; Mobile internet, local search are most significant trends impacting industry
Wakefield, Mass., April 13, 2011 – SEMPO today announced results of its 2011 State of Search Marketing Report. With over 900 companies and agencies participating in the global online survey conducted by Econsultancy, the report estimates that the North American search marketing industry will grow by 16% in 2011 to a value of $19.3B, up from $16.6B in 2010.
A significant percentage of companies are now using Facebook. Just under half of respondents say they use Facebook for pay-per-click (PPC) campaigns – 47% in North America and 45% outside the US and Canada. The rising popularity of Facebook is even more apparent within agencies. Nearly three quarters of North American agencies (74%) and two thirds of those outside the U.S. and Canada (69%) say their clients use Facebook.
The rise of the mobile internet is the trend which is having the most impact on search marketing, according to the survey. Local search is the next most significant trend, yet primarily from the perspective of agencies. Respondents also indicated the growing importance of behavioral targeting. The number of companies doing SEO, paid search and social media in-house, has decreased, with more marketers seeking help from service providers.
"The healthy growth reported for the industry in 2011—surpassing the 14% growth in 2010—is gratifying,” commented SEMPO president Chris Boggs. "The industry is evolving to encompass much more than the search engines. The increasing role of social media is re-shaping the industry in surprising ways.”
Other top findings include:
Use of social networks, including Facebook, Twitter and LinkedIn
More companies outsourcing SEO, paid search and social media
This year’s annual SEMPO study – now in its seventh year – is an aggregation of information provided by organizations from 66 different countries, from marketers across a range of business sectors and types of agency.
"Once again the SEMPO survey has collected a rich set of data that provides valuable industry perspective and insights as seen through the eyes and dollar investments of both advertisers and agencies,” said Marc Engelsman, VP Client Programs and Services at Digital Brand Expressions and the lead for this SEMPO initiative. "All marketers, not just search marketers, should want to leverage this information as they look to improve the performance of their digital engagements.”
"A mature industry maintains a balance between today and tomorrow,” said Stefan Tornquist, U.S. Research Director at Econsultancy. "Search engine marketers have learned how to roll with algorithm shifts and price increases and are constantly improving their efficiency. At the same time, they're taking the time to focus on the emerging opportunities where search, social and mobile meet."
The report is based on an online survey, conducted in February and March 2011, which SEMPO and Econsultancy promoted to their respective members and to search marketing professionals. A complimentary copy of the report is provided to SEMPO members and those who participated in the survey. A total of 920 total respondents from 66 countries took part, including 325 advertisers and 595 agencies or consultants conducting search marketing on behalf of clients.