Search Engine Marketing to Grow at Expense of Traditional Media

Search engine marketing continues its reign as the king of online media.  Despite a slowdown through most of 2009, the search market improved at the end of the year.  The recent Search Engine Marketing Professional Organization survey results show that spending on search should grow by 14% in 2010. This growth would bring total spending to $16.6 billion.

To a large extent, companies are pulling funds out of traditional media and diverting it to search. Transfers from other media formats and into search are happening at the following percentages of businesses:

  • Print ads (49%)
  • Direct mail (36%)
  • Conferences and exhibitions (24%)
  • Web display (23%)

The transfers from other media formats are allowing businesses to spend, on average, up to 43% more on search this year.

Currently, about 90% of all businesses use search engine optimization techniques. And the market is growing for those who use paid search. In 2010, 81% of companies will turn to paid search. That’s a 3% increase over 2009. Marc Engelsman, chair of the SEMPO Research Committee, says the growth "really reflects the importance that companies' C‑Suites are placing on measuring ROI for all marketing efforts in this economy."

Another key finding of the report indicates that while social media has had a impact on search engine marketing, nearly ¾’s of businesses spent less than $25,000 on the format in 2009.  As with other reports that have come out on search engine marketing recently, SEMPO analysts expect big growth on local search in 2010.

[Sources: Garner, Rob. “SEMPO’s State of Search engine Marketing Report 2010. SearchInsider. 31 Mar. 2010. Web. 14 Apr. 2010; State of Search Enginge Marketing Report 2010. Econsultancy​.com. March 2010. Web. 14 Apr. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.