Magazine article Marketing

Opinion: Marketing Society - Search Comes of Age

Magazine article Marketing

Opinion: Marketing Society - Search Comes of Age

Article excerpt

Almost pounds 600m was spent on search engine marketing last year, according to E-consultancy, which is no surprise given that the boom in promotional spend has been fuelled by an increasing number of online consumers with increased access to broadband. With search results ubiquitous on the web, consumers are clicking and purchasing as never before.

At this point every year we ask ourselves what the implications of search engine marketing are for the marketing industry and how the discipline is likely to develop in the coming year.

Search is becoming increasingly high-profile within marketing departments, driven by the volume of searches that end in sales and the relatively low cost of customer acquisition. It has meant that senior marketing personnel are examining the potential of search management all the more.

This is set to continue in 2006, when we expect to see a huge leap in search spend - it would not be unreasonable to predict that it may double this year. However, it is also becoming more competitive as advertisers and agencies wake up to the possibilities.

To get the most out of search in 2006 advertisers will need to use specialists that can optimise their campaigns using the latest technology. …

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