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July 21, 2009
Search Spend Projected to Grow Despite Fears
The latest projections are showing that ad spend on search will continue to increase in the coming years. But those projections come with data showing marketers are not so confident in the performance of search.
First up, the projections. Search tops the list of interactive marketing categories for projected ad spend and will continue to do so for the foreseeable future. The following numbers are from Forrester.
The next set of projections are from [x+1]. It shows that the majority of marketers plan to maintain or increase SEM spending this year.
But, as mentioned above, marketers aren't feeling great about search. The lack of confidence data also comes from [x+1]. Survey participants were asked to rate their expectation of search ad performance on a scale of 1-7, with 7 being the best.
Ouch.
How are you feeling about search ad performance? Share your projections by leaving a comment.
Posted by Nathania Johnson on July 21, 2009 2:11 AM
Comments
So, why are marketers increasing search spending when they are dissatisfied with its performance? If marketers are also dropping traditional marketing, then it looks like they are choosing the lesser of two evils, rather than developing and implementing realistic strategies. More at:
http://domusinc.blogspot.com/2009/07/digital-advertising-and-classic.html
Marco July 21, 2009 9:57 AM
Basically it the same graph twice.
The first graph shows us that 31.8% are not gonna change their budget. On the other hand 33.6% gonna raise the budget!
The sum of it is that 66% thinks that SEM is working most of the time and certainly has a positive ROI. That leaves us with (100-66)=34% of SEM marketers who's gonna cut their SEM budget.
The second graph shows the same thing. The first bar shows us the same 32% that think SEM sucks.
Both graphs shows us the same "fail-group".
Maybe they got the wrong contractors or that SEM just don't fit their products or services.
jack July 21, 2009 3:53 PM
Currently every marketer is acting conservative. I honestly shrunk down my spendings and waiting for the right time.
MGA July 24, 2009 2:43 PM
