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Two Key Takeaways from New SEMPO Study

Now in its eighth year, SEMPO has just released the findings from its State of Search study for 2012. It’s a fairly robust piece of work based on a global online survey of nearly 900 companies and agencies. Two key takeaways of the study jumped out at me…

  1. Overall, a very promising industry outlook. 

    “Digital continues to be a bright spot in marketing, and within it, SEM and social shine. A whopping 86% of respondents predict digital budget growth…”

    Search in particular continues to enjoy robust YoY growth. This study forecasts that the Search industry overall will grow 19 percent from 2012 to 2013. 

    So, what does this mean for you? 

    It means that your competitors are very likely going to increase their Search spend. Therefore, as you plan and budget for Q4 and 2013, you should make the case for at least a 20% budget increase to stay ahead (or at least competitive).

  2. Integration and attribution are key challenge.

    “Integration and attribution are on top of the list of what SEM professionals want from their search-related technologies… Marketers want to centrally manage their channels, see results on a platform that brings in data from across their programs, and to understand how those channels interrelate in the customer journey.”

    So, what does this mean for you?

    It means that you’re not alone feeling like this is an obvious but overwhelming goal. Even in the context of Search alone, Marketers now understand that “it’s all inter-related”. Search algorithms measure relevance to determine SEO ranking. Your Paid Search & Social Media spending helps generate interest and activity (mentions, Likes, Tweets, etc) within the social media ecosystem. This activity – especially with the right keywords and link text – reinforces your SEO strategy.

    Now that we all understand this notion of integration conceptually, we want to accurately measure it, map our messaging to each channel and know where to focus our efforts and budget. We’re helping our clients do just that and we’d be happy to discuss it with you.

    (SEMPO members can download the full study here)