Gregory, Richard, Latest Stats About The Search Engines
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Search in a Recession A survey from SEMPO
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Presentation delivered to SMX London with the findings of SEMPO's credit crunch survey.
Transcript of Gregory, Richard, Latest Stats About The Search Engines
Search in a RecessionA survey from SEMPO
Search in a RecessionA survey from SEMPO
Well, we are certainly “going through extremely uncertain times” as UK Chancellor Alistair Darling put it, but is digital and search fairing better than most? SEMPO have listened to the market and their members and have discovered whether search is experiencing a nibble, a great big bite or bucking the trend during “The Credit Crunch”.
Hundreds of responses to a simple survey
“Have you recently changed where you spend your marketing budgets in light of the changes in the economic climate?”
- unfortunately down in the majority of cases
76%
24%
Yes
No
“Are you considering raising expenditure in search activity because of the economic climate?”
- 69% of marketers leaving it neutral
25%
75%
Yes
No
“How reliant are you on intent driven marketing like Search for your wider marketing strategy?”
- 64% of marketers are reliant for a wider strategy success
29%
34%
34%
2%
Very
Quite
Not Very
Unreliant
“Are you aware of the benefits of synergizing your paid and natural search strategies?”
- A lot of education and things to learn about harmonious campaigns
29%
71%
Yes
No
“Has the richness of the search results and offerings from publishers changed your SEM approach?
- Half the world is changing, half isn’t
45%
55%Yes
No
“More use of shopping engines”
“More use of YouTube” (bloody sales guys pushing irrelevant)
“Increased affiliate use on performance deals”
“Testing mobile”
“Changes to content strategy”
“More use of widgets and social media”“Re-design web site”
“Expanded in-house teams”
“More video work”
“What would you consider to be the most cost effective form of marketing in a recession?
- Natural Search, Paid Search, but also…TV, Events, Print, email – 15% don’t know!
56%
15%
11%
5%
3%
2%
2%2%1%1% 1% 1%
SEO
PPC
Other
Social media
display
events
POS
affiliates
direct sales
TV
local targetted
“Natural Search as number one with 3 times as many responses as any other channel”
“One that I can turn off quickly”
“Don’t know”
“Anything I can measure”
“Do you use SEM for brand as well as direct response
- Could this be linked to the increasing richness of SERPS
38%
62%
Yes
No
“What are the main reasons for not spending more of your marketing budgets online? (obstacles)
The boss, the board, the CFO, lack of belief and balancing the mix
30%
27%
17%
15%
8%2%
management
Budget cuts
Performance issues
keeping a balance
Lack of Understanding
Contractual commitments
A culprit of company-wide cost cutting?
What our industry still needs to do…
•Increased focus on analytics•Further research into “holistic search”•Education for senior management – a UK issue?
Search in a RecessionA survey from SEMPO
http://www.sempo.org
Richard Gregory (SEMPO)[email protected]
+44 (0) 1925 420105Twitter:@smartrich
Paul Doleman (SEMPO)[email protected]+44 (0) 7718 585165Twitter:@pauldoleman
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