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Dana todd state of search-digital-east-09282011

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Dana todd state of search-digital-east-09282011

  1. 1. Presented by: Dana Todd, VP Performance Innovation at Performics 2011 STATE OF SEARCH MARKET REPORT
  2. 2. Tweeting? @danatodd #DEast11 Who’s the Chick with Purple Hair? • SVP Marketing at Performics • Co-founder and former Chair of SEMPO • Founder of Newsforce and SiteLab • Expert witness, advisor to industry and analysts Performics is the performance marketing agency for ZenithOptimedia, part of Publicis Groupe - the world’s third largest communications group and top global spender in search! 2
  3. 3. Key Highlights of the 2011 SEMPO Global Survey
  4. 4. Signs of the Apocalypse?
  5. 5. Facebook is eating the Web!!!
  6. 6. BRANDS: Which activities are you doing? Is search 95% declining? 91% 91% SEO 90% 90% 89% 86% 85% 81% 80% 79% 78% 75% 74% 72% 72% PPC 70% SOCIAL MEDIA 70% 2007 2008 2009 2010 2011 Is social eating it? Note: ‘Social media marketing’ was a new option from 2010.
  7. 7. How will your Organization’s SEO Budget change in the Next 12 months (2011) All Respondents © Conductor & Econsultancy 2011 Number of Respondents: 352
  8. 8. AGENCIES: Which activities are you doing for clients? 95% 91% 90% 89% 87% 88% 86% SEO 85% 83% 82% 82% PPC 80% 77% 76% Wha-? 74% 75% Who is doing the 70% SEO? 68% SOCIAL MEDIA 65% 2007 2008 2009 2010 2011 Note: ‘Social media marketing’ was a new option from 2010.
  9. 9. BRANDS: What service provider do you use for SEO? 60% 51% 50% 44% Outsourced SEO on the rise? 40% 30% 20% 22% 20% 11% 10% 7% 6% 5% 5% 6% 4% 2% 3% 4% 3% 2% 2% 2% 1% 1% 0% 2010 2011 Respondents 2011: 244 Respondents 2010: 393
  10. 10. BRANDS: What service provider do you use for social media marketing? Moving from in-house to social media specialists and more general digital/marketing/ad agencies … 70% Search Specialists 62% getting smallest 60% 55% part of social pie! 50% 40% 30% 20% 12% 9% 10% 6% 8% 7% 7% 4% 6% 4% 2% 4% 3% 3% 2% 2% 1% 2% 1% 0% 2010 2011 Respondents 2011: 244 Respondents 2010: 393
  11. 11. 58% of Brands Say Social Media and Search are Handled Separately! 70% 60% 58% 49% 50% 40% 33% 30% 29% 2010 2011 20% 18% 13% 10% 0% Social media is very much part of We treat social media and search We don't do any social media our search activity engine marketing separately marketing Respondents 2011: 245 Respondents 2010: 389
  12. 12. I don’t wanna be an SEO
  13. 13. Spend on SEO by company size (revenue) 100% 6% 14% 14% 90% 10% 80% 38% 38% 38% 26% 70% 28% 36% 67% 60% 80% 19% 50% 23% 25% 25% 100% 24% 40% 21% 30% 25% 33% 25% 20% 34% 21% 33% 32% 10% 20% 13% 5% 13% 7% 5% 0% 3% Less than $1 million $1m - $10m $10m - $100m $100m - $1 billion More than $1 billion
  14. 14. Social Media Budgets are Significantly Lower 60% 50% 50% 47% 40% 30% 23% 19% 20% 14% 9% 10% 7% 8% 5% 4% 4% 3% 2% 2% 1% 1% 1% 0% 0% 2010 2011 Respondents 2011: 98 Respondents 2010: 262
  15. 15. My Challenge…Your Opportunity
  16. 16. #1: Learn some New Math Skills
  17. 17. AGENCIES: Describe your use of social media in the context of your search engine marketing activity? Social media is very much part of our search activity We treat social media and search engine marketing separately We don't do any social media marketing 100% 7% 13% 90% 40% of you are 80% NOT integrating Social and 39% 70% 39% Search 60% 50% 40% 30% 54% 48% 20% 10% 0% Respondents 2011: 470 2010 2011 Respondents 2010: 697
  18. 18. BRANDS Top Objective for SEO 45% 42% 40% 35% 34% 32% 30% 29% 26% 25% Traffic 20% Leads 18% 15% Sales 10% 10% 6% 5% Cust Svc Awareness 2% 1% 0% Reputation Drive traffic to web site Generate leads Sell products, services or Increase brand awareness Improve customer service / content directly online / enhance reputation customer satisfaction 2010 2011 Respondents 2011: 213 Respondents 2010: 365
  19. 19. BRANDS Top Objective for Social Media Marketing 60% 51% 51% 50% Awareness & 40% Reputation 30% 20% 19% 17% 16% 13% 12% Traffic 10% 8% 8% 4% Leads Cust Svc 0% Sales Increase brand awareness Drive traffic to web site Improve customer service / Generate leads Sell products, services or / enhance reputation customer satisfaction content directly online 2010 2011 Respondents 2011: 185 Respondents 2010: 281
  20. 20. BRANDS: What are your greatest challenges when managing social media marketing efforts? Measuring the ROI 61% Integration and measurement with other online/offline 37% marketing channels Making the business case for investment 34% Getting budget 27% Obtaining executive buy-in 24% Hiring and retaining talent 14% Determining whether to do in-house or outsource to an 13% outside firm Optimizing destination pages 13% 0% 10% 20% 30% 40% 50% 60% 70% Respondents: 176
  21. 21. 21
  22. 22. Search Marketers need to reposition out of Direct Response and into embracing the world of Brand Marketing, Brand Math, and Brand Metrics.
  23. 23. #2: Forge New Frontiers
  24. 24. BRANDS: In the context of your search marketing efforts, how would you describe the impact of the following trends and technologies? 100% 90% 21% 20% 23% 26% 31% 80% 39% 34% 39% 42% 47% 70% 55% 60% 39% 49% 49% 50% 47% 43% 36% 33% 48% 40% 47% 30% “Rise of mobile Internet” – 39% 36% 20% 40% 40% of brands say “Highly Significant” Impact 30% 29% 27% 26% 25% 25% 10% 18% 14% 14% 10% 0% Highly significant Significant Not significant Respondents: 243
  25. 25. AGENCIES: In the context of your search marketing efforts, how would you describe the impact of the following trends and technologies? 100% 90% 16% 16% 23% 23% 26% 29% 80% 37% 39% 49% 52% 70% 56% 37% 41% 60% 46% 47% 50% 48% 38% 50% 40% 44% 30% 39% 39% 35% 20% 47% 47% 43% of agencies say “Highly Significant” Impact from mobile 31% 30% 26% 25% 10% on their search efforts 22% 16% 12% 9% 9% 0% Highly significant Significant Not significant Respondents: 470
  26. 26. Expect the Unexpected! Tablet are Killing it! 26
  27. 27. #2: Staying Relevant Requires Soul Searching • Apply your tactical strengths to new situations – Keyword research  market research – Search visibility gaps  brand gaps – Content optimization  content creation • Unbundle and rebundle services • It’s not about Search, it’s about Intent • Deliver Experiences, not Rankings • Learn from social media: it’s all about the Participant
  28. 28. Join Today - only $125 for Individual Members! THANK YOU!

Hinweis der Redaktion

  • Use this one
  • Compare to SEO and PPC, where ROI is still #1 but closer to 40% and integration and business case are very low on priorities; most challenges are technical in nature for seo and ppc (landing page and whatnot)

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