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SEMPO state of search report by Chad Crowe

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Presentation by Chad from online SEO Conference 6th of November "WebPromo SEOday"

Published in: Marketing
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SEMPO state of search report by Chad Crowe

  1. 1. 2015 State of Search Industry Report SEMPO Research Committee
  2. 2. Thank You 2 Global Sponsors: Research Partners:
  3. 3. Which most accurately describes the organization you work for? 2013 n=402 2014 n=573 Type of Organization 63% 37% 2013 Results 64% 36% 2015 Results Agency or consultant Marketer/Client
  4. 4. Business Focus; Fewer firms in mainly B2C, many focus on both 4 59% 21% 20% 29% 29% 41% 62% 25% 13% 54% 14% 32% 0% 10% 20% 30% 40% 50% 60% 70% B2B and B2C Equally Mainly B2B Mainly B2C Agency 2015 Agency 2013 Marketer 2015 Marketer 2013 Does your business operate primarily in the B2B or B2C space?
  5. 5. Which region generated the majority of revenue? Geography 67% 11% 9% 6% 4% 3% USA Other UK Canada India Australia In which country are you based? 72% 19% 8% 73% 18% 8% NORTH A ME RI CA E UROP E A P A C A FRI CA S OUTH A ME RI CA Agency Marketer
  6. 6. How many employees are there in your organization? Size of Company by Number of Employees; Marketers organize in larger firms 41% 39% 15% 2% 3% 11% 29% 31% 16% 14% <10 10-100 101-1000 1001-5000 >5000 Agency Marketer
  7. 7. Which of the following types of activity does your organization carry out? Search still leads digital marketing efforts; Marketers outpacing agencies in Email; Mobile efforts lower than expected 92% 84% 74% 65% 62% 50% 48% 94% 83% 84% 57% 70% 86% 42% 85% 78% 75% 54% 63% 50% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Search Engine Optimization Paid Search Advertising Social Media Marketing Social Media Advertising Digital Display Marketing Email Marketing Mobile Marketing Agency or Consultant Marketer/Client 2013 Results
  8. 8. Are you investing more or less in the following search engines than a year ago? More investment in paid search. Google domination growing; Yahoo no longer relevant 15.2% 31.1% 44.9% 60.2%60.2% 31.8% 11.6% 3.1% 24.6% 37.1% 43.4% 36.7% More The Same Less Not Relevant Yahoo! Google Bing
  9. 9. How many people have responsibility for digital marketing? How many people have responsibility for specific initiatives? 22.6% 31.1% 10.5% 6.1% 6.1% 12.6% 10.0% 1.1% 0 1 2 3 4 5-10 10+ Don't Know 93.6% 91.6% 90.1% 79.5% 79.7% 70.7% 66.1% 6.4% 9.2% 9.9% 20.5% 20.3% 29.3% 33.9% Social media marketing Display media Paid search SEO We use an integrated team approach Other marketing efforts Email 0-4 5-7 Marketers have limited staff and allocate personnel based on average ROI
  10. 10. What are the greatest challenges in managing search engine optimization efforts? 18.4% 13.0% 11.5% 10.7% 10.1% 9.1% 8.5% 7.3% 7.1% 4.3% 14.2% 10.3% 4.4% 17.0% 13.1% 11.2% 3.8% 9.9% 11.5% 4.7% Measuring the ROI of our SEO efforts Staying abreast of search engines' indexing algorithms and technology Optimizing destination pages Getting budget for SEO efforts Integration, attribution, and measurement with other online/offline marketing channels Making the business case for investment Researching and choosing optimal keyword phrases Hiring and retaining talent Obtaining executive buy-in Determining whether to do SEO in-house or outsource to an outside firm Marketer Agency SEO Challenges: Marketers ROI, Agencies Budget/Integration/Buy-In
  11. 11. How would you describe your ability to measure ROI from marketing? Have we reached comfort level with integrated ROI? Not so much for Display and Social 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2012 2013 2014 Measured ROI Paid Search SEO Email Display Media Social 67% 45% 44% 29% 22% 22% 36% 30% 36% 40% 5% 15% 8% 17% 29% 6% 4% 17% 18% 9% P A I D S E A RCH S E O E MA I L DI S P LA Y ME DI A S OCI A L ME DI A MA RK E TI NG Good Fair Poor Don't Know
  12. 12. 44.8% 29.1% 7.2% 12.1% 6.7% No, we manage campaings with tools like Excel Yes, our services provider has a proprietary tool Yes, we have a proprietary (in-house) solution Yes, we license a tool from a third party vendor for use in- house Other (Marin, Kenshoo) Do you use technology with “bid management” for digital campaigns? Do you use technology with “link analysis” for search engine optimization? Marketers Agencies 43.30% 6.30% 22.10% 28.40% Yes, we license a tool from a third party vendor for use in- house Yes, we have a proprietary in- house solution Yes, our service provider has a proprietary tool No, we manage SEO with tools like Excel 54.4% 19.2% 26.4% No, we manage campains with tools like Excel Yes, we have a proprietary tool Yes, we license a tool from a third party vendor for use in- house 14.5% 49.0% 36.5% No, we manage SEO with tools like Excel Yes, we have a proprietary solution Yes, we license a tool from a third party vendor for use Agencies more likely to use tools for SEO
  13. 13. What is the typical fee structure you use to pay digital service providers? Marketers Agencies 27.6% 10.3% 19.0% 8.7% 9.3% 18.8% 11.1% 12.2% 12.1% 18.2% 17.2% 9.1% 16.1% 16.0% 6.0% 10.9% 22.4% 10.0% 14.1% 20.0% 9.3% 10.8% 5.4% 17.6% 2.8% 15.3% 21.6% 17.6% 15.2% 18.5% 13.2% 12.5% 19.8% 22.1% 19.2% 13.1% 15.1% 13.7% 12.2% 11.7% 11.3% 12.9% Email Display Social Media Paid Social Paid Search SEO Time and materials Flat agency fee Fee per click Percentage of media spend Comission for sales Comission for other marketing objective Not Relelvant 28.3% 15.9% 16.2% 13.1% 5.6% 3.5% 1.7% 1.5% 1.2% 1.6% 2.8% 3.5% 2.8% 2.9% 1.3% 2.6% 4.6% 5.4% 4.2% 27.1% 5.6% 24.8% 31.7% 2.4% 1.9% 5.1% 1.2% 4.2% 7.0% 1.3% 32.2% 27.1% 40.8% 29.3% 27.5% 42.3% 28.9% 20.5% 33.6% 24.4% 20.9% 41.6% Email Display Social Media Paid Social Paid Search SEO Marketers lean toward pay-for-performance models; Agencies prefer fees
  14. 14. 15.9% 27.5% 11.6% 23.2% 11.6% 4.3% 0.0% 1.4% 1.4% 2.9% Less than 3% 3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More than 26% For fees, what is the typical percent you pay on top of ad budget? Marketers Agencies 1.9% 6.6% 6.2% 22.7% 12.8% 24.2% 12.3% 3.8% 5.7% 3.8% Less than 3% 3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More than 26% Agencies claim higher fees. 78% of Marketers are saying they spend under 12% 72% of Agencies are saying brands spend 9-20%
  15. 15. Marketers– Service Providers 15 73.8% 51.5% 31.3% 28.6% 18.5% 17.1% 12.2% 11.9% 7.0% 10.8% 6.3% 39.7% 15.1% 18.1% 17.1% 4.8% 70.2% 3.1% 9.1% 15.6% 26.4% 33.1% 24.7% 69.0% 12.3% 4.6% 18.2% 6.3% 11.1% 14.1% 29.5% 41.5% 7.1% 7.0% 15.6% 3.2% 19.1% 10.5% 12.2% 3.5% SEO specialist Web design company PR firm Search agency In-house Digital marketing agency Advertising agency Social media agency Paid search specialist SEO Paid search Social media Display Email What types of service providers do you use for digital marketing?

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