Some 26 percent of large advertisers in companies with annual revenues of $50 million or more plan to increase spending on search engine marketing by more than 25 percent this year.
Detailed in a new report, ‘US SEM Executive Survey, 2007: Understanding the Increasingly Sophisticated Search Marketer’. JupiterResearch has found an additional 28 per cent of large advertisers anticipate spending increases between 11 and 25 per cent.
This is based on the expectation that keyword prices will continue to rise.
JupiterResearch Analyst and lead author of the report, Kevin Heisler, said, “Because marketers with large companies anticipate including major search engines as part of their branding campaigns, they realize this tactic could result in additional expenses and are planning accordingly.
“But the additional cost is just one of the challenges faced by marketers today.”
In addition to keyword inflation, complex campaign management and methods of tracking the success of search engine marketing activity continue to elude marketers.
More collaboration among company CEO’s, CMO’s, and CTO’s could change that, the report states.
President of JupiterResearch, David Schatsky, added, “New media has changed the focus of marketing strategies used by companies of all sizes. Accountability is crucial, but understanding these tactics shouldn’t fall solely to Chief Marketing Officers.
“Other key players such as Chief Technology Officers and brand managers should also be involved in the search evaluation process.”
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