Dana todd state of search-digital-east-09282011

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My presentation from Digital East Summit 2011, "State of the Search Marketing Industry"

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  • Compare to SEO and PPC, where ROI is still #1 but closer to 40% and integration and business case are very low on priorities; most challenges are technical in nature for seo and ppc (landing page and whatnot)
  • Dana todd state of search-digital-east-09282011

    1. 1. Presented by:Dana Todd, VP Performance Innovation at Performics2011 STATE OF SEARCHMARKET REPORT
    2. 2. Tweeting? @danatodd #DEast11Who’s the Chick with Purple Hair?• SVP Marketing at Performics• Co-founder and former Chair of SEMPO• Founder of Newsforce and SiteLab• Expert witness, advisor to industry and analysts Performics is the performance marketing agency for ZenithOptimedia, part of Publicis Groupe - the world’s third largest communications group and top global spender in search! 2
    3. 3. Key Highlights of the2011 SEMPO Global Survey
    4. 4. Signs of the Apocalypse?
    5. 5. Facebook is eating the Web!!!
    6. 6. BRANDS:Which activities are you doing? Is search95% declining? 91% 91% SEO 90%90% 89% 86%85% 81%80% 79% 78%75% 74% 72% 72% PPC 70% SOCIAL MEDIA70% 2007 2008 2009 2010 2011 Is social eating it? Note: ‘Social media marketing’ was a new option from 2010.
    7. 7. How will your Organization’s SEO Budgetchange in the Next 12 months (2011)All Respondents © Conductor & Econsultancy 2011 Number of Respondents: 352
    8. 8. AGENCIES:Which activities are you doing for clients?95% 91%90% 89% 87% 88% 86% SEO85% 83% 82% 82% PPC80% 77% 76% Wha-? 74%75% Who is doing the70% SEO? 68% SOCIAL MEDIA65% 2007 2008 2009 2010 2011 Note: ‘Social media marketing’ was a new option from 2010.
    9. 9. BRANDS:What service provider do you use for SEO?60% 51%50% 44% Outsourced SEO on the rise?40%30% 20% 22%20% 11%10% 7% 6% 5% 5% 6% 4% 2% 3% 4% 3% 2% 2% 2% 1% 1%0% 2010 2011 Respondents 2011: 244 Respondents 2010: 393
    10. 10. BRANDS:What service provider do you use for socialmedia marketing?Moving from in-house to social media specialists and more generaldigital/marketing/ad agencies…70% Search Specialists 62% getting smallest60% 55% part of social pie!50%40%30%20% 12% 9%10% 6% 8% 7% 7% 4% 6% 4% 2% 4% 3% 3% 2% 2% 1% 2% 1% 0% 2010 2011 Respondents 2011: 244 Respondents 2010: 393
    11. 11. 58% of Brands Say Social Media and Search areHandled Separately!70%60% 58% 49%50%40% 33%30% 29% 2010 201120% 18% 13%10%0% Social media is very much part of We treat social media and search We dont do any social media our search activity engine marketing separately marketing Respondents 2011: 245 Respondents 2010: 389
    12. 12. I don’twanna be an SEO
    13. 13. Spend on SEO by company size (revenue) 100% 6% 14% 14% 90% 10% 80% 38% 38% 38% 26% 70% 28% 36% 67% 60% 80% 19% 50% 23% 25% 25% 100% 24% 40% 21% 30% 25% 33% 25% 20% 34% 21% 33% 32% 10% 20% 13% 5% 13% 7% 5% 0% 3% Less than $1 million $1m - $10m $10m - $100m $100m - $1 billion More than $1 billion
    14. 14. Social Media Budgets are Significantly Lower 60% 50% 50% 47% 40% 30% 23% 19% 20% 14% 9% 10% 7% 8% 5% 4% 4% 3% 2% 2% 1% 1% 1% 0% 0% 2010 2011 Respondents 2011: 98 Respondents 2010: 262
    15. 15. My Challenge…Your Opportunity
    16. 16. #1: Learn someNew Math Skills
    17. 17. AGENCIES:Describe your use of social media in the context ofyour search engine marketing activity? Social media is very much part of our search activity We treat social media and search engine marketing separately We dont do any social media marketing100% 7% 13%90% 40% of you are80% NOT integrating Social and 39%70% 39% Search60%50%40%30% 54% 48%20%10% 0% Respondents 2011: 470 2010 2011 Respondents 2010: 697
    18. 18. BRANDSTop Objective for SEO 45% 42% 40% 35% 34% 32% 30% 29% 26% 25% Traffic 20% Leads 18% 15% Sales 10% 10% 6% 5% Cust Svc Awareness 2% 1% 0% Reputation Drive traffic to web site Generate leads Sell products, services or Increase brand awareness Improve customer service / content directly online / enhance reputation customer satisfaction 2010 2011 Respondents 2011: 213 Respondents 2010: 365
    19. 19. BRANDSTop Objective for Social Media Marketing 60% 51% 51% 50% Awareness & 40% Reputation 30% 20% 19% 17% 16% 13% 12% Traffic 10% 8% 8% 4% Leads Cust Svc 0% Sales Increase brand awareness Drive traffic to web site Improve customer service / Generate leads Sell products, services or / enhance reputation customer satisfaction content directly online 2010 2011 Respondents 2011: 185 Respondents 2010: 281
    20. 20. BRANDS: What are your greatest challenges when managing social media marketing efforts? Measuring the ROI 61% Integration and measurement with other online/offline 37% marketing channels Making the business case for investment 34% Getting budget 27% Obtaining executive buy-in 24% Hiring and retaining talent 14%Determining whether to do in-house or outsource to an 13% outside firm Optimizing destination pages 13% 0% 10% 20% 30% 40% 50% 60% 70% Respondents: 176
    21. 21. 21
    22. 22. Search Marketersneed to repositionout ofDirect Responseand into embracingthe world ofBrandMarketing, BrandMath, andBrand Metrics.
    23. 23. #2: Forge New Frontiers
    24. 24. BRANDS:In the context of your search marketing efforts, how wouldyou describe the impact of the following trends andtechnologies?100%90% 21% 20% 23% 26% 31%80% 39% 34% 39% 42% 47%70% 55%60% 39% 49% 49%50% 47% 43% 36% 33% 48%40% 47%30% “Rise of mobile Internet” – 39% 36%20% 40% 40% of brands say “Highly Significant” Impact 30% 29% 27% 26% 25% 25%10% 18% 14% 14% 10% 0% Highly significant Significant Not significant Respondents: 243
    25. 25. AGENCIES:In the context of your search marketing efforts, how wouldyou describe the impact of the following trends andtechnologies?100% 90% 16% 16% 23% 23% 26% 29% 80% 37% 39% 49% 52% 70% 56% 37% 41% 60% 46% 47% 50% 48% 38% 50% 40% 44% 30% 39% 39% 35% 20% 47% 47% 43% of agencies say “Highly Significant” Impact from mobile 31% 30% 26% 25% 10% on their search efforts 22% 16% 12% 9% 9% 0% Highly significant Significant Not significant Respondents: 470
    26. 26. Expect the Unexpected! Tablet are Killing it! 26
    27. 27. #2: Staying Relevant Requires Soul Searching• Apply your tactical strengths to new situations – Keyword research  market research – Search visibility gaps  brand gaps – Content optimization  content creation• Unbundle and rebundle services• It’s not about Search, it’s about Intent• Deliver Experiences, not Rankings• Learn from social media: it’s all about the Participant
    28. 28. Join Today - only $125 for Individual Members!THANK YOU!

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