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SEMPO: State of Search Engine Marketing  Survey of Advertisers and Agencies  Search Engine Marketing Professional Organization (SEMPO) February, 2009
Agenda ,[object Object],[object Object],[object Object],[object Object]
About SEMPO ,[object Object],[object Object],[object Object],[object Object],[object Object]
Mission and Board of Directors 2009-2010 Chairperson  Jeffrey Pruitt Partner, Arkon Ventures President  Sara Holoubek Corporate Strategy Consultant Vice President  Ron Jones President/CEO, Symetri Internet Marketing Secretary  Chris Boggs SEO Manager, Roseta Treasurer  Dave Fall VP Product Mgmt-Search, Google Jessica Bowman In-House SEO Consultant Massimo Burgio Global Search Expert, Global Search Interactive Bruce Clay President, Bruce Clay, Inc. Duane Forrester Senior Program Manager, MSN SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Our purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing. Gordon Hotchkiss, President, Enquiro Search Solutions Bill Hunt, President, Back Azimuthl Kevin Lee Executive Chairman, Didit Dana Todd, CMO, Newsforce
Local and Global Activity  Active working group New working groups for 2009-2010  SEMPO working groups create a needed space for education, content, and networking at the local level
SEMPO Research “ A study by the Search Engine Marketing Professional Organization (SEMPO) slated for release on Dec. 4 found that 71% of advertisers are "worried" about click fraud, or describe it as a "moderate" or "significant" problem.” (2006) SEMPO research, including the State of the Market survey and the salary surveys, is widely regarded and frequently referenced “ Companies spent an estimated $8 billion in 2006 for sponsored links on search engines, according to the Search Engine Marketing Professional Organization, or SEMPO, a trade group.”  (2007) “ Also, search is continuing to steal from traditional ad budgets, according to the survey. More than a quarter of advertisers reported that they were shifting budgets into search marketing from print magazines. Nineteen percent said they were shifting their budgets into search from print newspaper advertising” (2009) “ Even as some marketers rein in spending to hedge against further economic problems, search engine marketing (SEM) is in great shape—at least for the moment” (2008)
About the Report ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
We Need Your Feedback! Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009 ,[object Object],[object Object],[object Object],Location of Surveyed Companies "What country is your company located in?" Total n=890 ABOUT RESPONDENTS  UK 5% Other 20%
Key Points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Show Me The Money Spending will grow to $26.1 billion by 2013 in North America. We actively encourage more European respondents to participate to effectively measure global spend. Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Search Still Rules ROI Source: Search Engine Marketing  Professional  Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009 Marketing Vehicles Respondents Cited as Among Their Top Three by ROI "What are the top-three most-efficient forms of advertising or marketing you spend money on in terms of the return on investment (ROI) or return on ad spend (ROAS) that they yield?“ (ranked 1-3)
Projected Revenues from SEM Climb Steeply from Last Year  ,[object Object],[object Object],[object Object],Revenue Expected for 2008 “ How much revenue do you expect your business to book in 2008?” Advertisers n=317 ABOUT RESPONDENTS  Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Senior Executives Appreciate the Value of SEM ,[object Object],[object Object],[object Object],Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009 Extent of Senior Management’s Interest in SEM Practices "To what extent is your senior management interested in and aware of Search Engine Marketing practices your company engages in?" RESEARCH HIGHLIGHTS Advertisers n=317
Search Earns a Line Item: PPC Source of Budget for Paid Placement and Paid Inclusion Programs "Where is the budget coming from for your Paid Placement programs?" Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Search Earns a Line Item: SEO Source of Budget for Organic Search Optimization Programs "Where is the budget coming from for your Organic Search Optimization programs?" Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Where is The Money Coming From? Shift of Marketing / IT Funds to Search Marketing Programs  "From which marketing/IT programs are you shifting budget away and moving it to your search marketing programs?" RESEARCH HIGHLIGHTS The biggest shares of budgets for SEM programs are being shifted away from offline marketing such as print, direct mail and TV advertising, as well as online marketing such as Web site development Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Coordination Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009; Graphic: Sara Holoubek 79% of advertiser respondents are coordinating SEM with other marketing Only 7% were not doing so at all; 15% were doing so minimally Advertisers n=317
Advertisers Report an Increasing Level of Interest in Video Advertising Tied to Video-Related Search ,[object Object],[object Object],[object Object],[object Object],ADVERTISERS > NEW PLATFORMS Advertisers n=229 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
There is Growing Interest in Mobile Search, Though Level of Interest is Widely Distributed ,[object Object],[object Object],[object Object],ADVERTISERS > NEW PLATFORMS Advertisers n=229 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
Advertiser Respondents Are Willing to Pay a Premium for Local Targeting Local Targeting “ How much more would you pay for optimal local/geographically relevant targeting?”  ADVERTISERS > LOCAL SEARCH Advertisers n=100 ,[object Object],[object Object],Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
1/2 Advertisers Respondents Consider Social Media Promotion Part of Their Overall Web Marketing ,[object Object],[object Object],[object Object],Accounting for Social Media “ How do you account for the resources you expend on social media promotion?” [Multiple responses allowed] Advertisers n=161 Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009 ADVERTISERS > SOCIAL MEDIA
Thanks to our Sponsors and Donors Platinum Sponsor (Donor)

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SEMPO: State of Search Marketing 2009

  • 1. SEMPO: State of Search Engine Marketing Survey of Advertisers and Agencies Search Engine Marketing Professional Organization (SEMPO) February, 2009
  • 2.
  • 3.
  • 4. Mission and Board of Directors 2009-2010 Chairperson Jeffrey Pruitt Partner, Arkon Ventures President Sara Holoubek Corporate Strategy Consultant Vice President Ron Jones President/CEO, Symetri Internet Marketing Secretary Chris Boggs SEO Manager, Roseta Treasurer Dave Fall VP Product Mgmt-Search, Google Jessica Bowman In-House SEO Consultant Massimo Burgio Global Search Expert, Global Search Interactive Bruce Clay President, Bruce Clay, Inc. Duane Forrester Senior Program Manager, MSN SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Our purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing. Gordon Hotchkiss, President, Enquiro Search Solutions Bill Hunt, President, Back Azimuthl Kevin Lee Executive Chairman, Didit Dana Todd, CMO, Newsforce
  • 5. Local and Global Activity Active working group New working groups for 2009-2010 SEMPO working groups create a needed space for education, content, and networking at the local level
  • 6. SEMPO Research “ A study by the Search Engine Marketing Professional Organization (SEMPO) slated for release on Dec. 4 found that 71% of advertisers are "worried" about click fraud, or describe it as a "moderate" or "significant" problem.” (2006) SEMPO research, including the State of the Market survey and the salary surveys, is widely regarded and frequently referenced “ Companies spent an estimated $8 billion in 2006 for sponsored links on search engines, according to the Search Engine Marketing Professional Organization, or SEMPO, a trade group.” (2007) “ Also, search is continuing to steal from traditional ad budgets, according to the survey. More than a quarter of advertisers reported that they were shifting budgets into search marketing from print magazines. Nineteen percent said they were shifting their budgets into search from print newspaper advertising” (2009) “ Even as some marketers rein in spending to hedge against further economic problems, search engine marketing (SEM) is in great shape—at least for the moment” (2008)
  • 7.
  • 8.
  • 9.
  • 10. Show Me The Money Spending will grow to $26.1 billion by 2013 in North America. We actively encourage more European respondents to participate to effectively measure global spend. Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
  • 11. Search Still Rules ROI Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009 Marketing Vehicles Respondents Cited as Among Their Top Three by ROI "What are the top-three most-efficient forms of advertising or marketing you spend money on in terms of the return on investment (ROI) or return on ad spend (ROAS) that they yield?“ (ranked 1-3)
  • 12.
  • 13.
  • 14. Search Earns a Line Item: PPC Source of Budget for Paid Placement and Paid Inclusion Programs "Where is the budget coming from for your Paid Placement programs?" Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
  • 15. Search Earns a Line Item: SEO Source of Budget for Organic Search Optimization Programs "Where is the budget coming from for your Organic Search Optimization programs?" Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
  • 16. Where is The Money Coming From? Shift of Marketing / IT Funds to Search Marketing Programs "From which marketing/IT programs are you shifting budget away and moving it to your search marketing programs?" RESEARCH HIGHLIGHTS The biggest shares of budgets for SEM programs are being shifted away from offline marketing such as print, direct mail and TV advertising, as well as online marketing such as Web site development Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009
  • 17. Coordination Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Copyright © 2009; Graphic: Sara Holoubek 79% of advertiser respondents are coordinating SEM with other marketing Only 7% were not doing so at all; 15% were doing so minimally Advertisers n=317
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Thanks to our Sponsors and Donors Platinum Sponsor (Donor)