dana todd state of search-digital-east-09282011

2011 STATE OF SEARCH MARKET REPORT

Presented by:

Dana Todd, VP Performance Innovation at Performics

2

Who’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

Tweeting? @danatodd #DEast11

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!

Key Highlights of the 2011 SEMPO Global Survey

Signs of the Apocalypse?

Facebook is eating the

Web!!!

2007 2008 2009 2010 201170%

75%

80%

85%

90%

95%

91%

89%

91%90%

86%

72%

70%

78%

81%

79%

0.720000000000001

0.740000000000002

Note: ‘Social media marketing’ was a new option from 2010.

BRANDS:

Which activities are you doing?Is search declining?

Is social eating it?

PPC

SEO

SOCIAL MEDIA

How will your Organization’s SEO Budget change in the Next 12 months (2011)All Respondents

Number of Respondents: 352

SEO budgets still increasing…whew!

© Conductor & Econsultancy 2011

Note: ‘Social media marketing’ was a new option from 2010.

2007 2008 2009 2010 201165%

70%

75%

80%

85%

90%

95%

87%

91%

89%

88%

83%82% 82%

86%

76%77%

0.68

0.740000000000002

AGENCIES:

Which activities are you doing for clients?

Wha-? Who is

doing the SEO?

SOCIAL MEDIA

PPC

SEO

Respondents 2011: 244Respondents 2010: 393

In-h

ouse

SEO s

pecia

list

Searc

h agen

cy

Digita

l mar

ketin

g agen

cy

Web

des

ign a

gency

Adverti

sing a

gency

Paid s

earc

h spec

ialis

t

PR agen

cy

Social

med

ia s

pecia

list

Oth

er0%

10%

20%

30%

40%

50%

60%

51%

20%

7% 5% 6%2% 3% 3% 2% 1%

44%

22%

11%6% 5% 4% 4% 2% 2% 1%

2010 2011

BRANDS:

What service provider do you use for SEO?

Outsourced SEO on the rise?

BRANDS:

What service provider do you use for social media marketing?

In-h

ouse

Social

med

ia s

pecia

list

Digita

l mar

ketin

g agen

cy

PR agen

cy

Adverti

sing a

gency

Searc

h agen

cy

Web

des

ign a

gency

SEO s

pecia

list

Paid s

earc

h spec

ialis

t

Oth

er0%

10%

20%

30%

40%

50%

60%

70%62%

9%6% 7%

4% 2% 3% 2% 1%4%

55%

12%8% 7% 6% 4% 3% 2% 2% 1%

2010 2011


Moving from in-house to social media specialists and more general digital/marketing/ad agencies… Search Specialists

getting smallest part of social pie!

58% of Brands Say Social Media and Search are Handled Separately!


Social media is very much part of our search activity

We treat social media and search engine marketing separately

We don't do any social media marketing

0%

10%

20%

30%

40%

50%

60%

70%

33%

49%

18%

29%

58%

13%

2010 2011

I don’t wanna be an SEO

Spend on SEO by company size (revenue)

Zero $1-$25,000 $25,001-$75,000

$75,001-$150,000

$150,001-$250,000

$250,001-$500,000

$500,001-$1 million

$1 million - $3 million

More than $3 million

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

7%

32%

3% 5%

21%

24%

34%

13% 5% 13%

21%

28%

23%

25% 33% 25%

36%

10%

26%

25%19%

25%

20%

33%

14%

6%

14%

38% 38% 38%

100%

80%

67%

Less than $1 million $1m - $10m $10m - $100m $100m - $1 billion More than $1 billion

Zero $1-$25,000 $25,001-$75,000

$75,001-$150,000

$150,001-$250,000

$250,001-$500,000

$500,001-$1 million

$1 million - $3 million

More than $3 million

0%

10%

20%

30%

40%

50%

60%

23%

50%

14%

8%

2%1%

2%1%

0%

19%

47%

7%9%

5%4%

3%4%

1%

2010 2011


Social Media Budgets are Significantly Lower

My Challenge…Your Opportunity

#1: Learn some New Math Skills

2010 20110%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

48%54%

39%

39%

13%7%

Social media is very much part of our search activity

We treat social media and search engine marketing separately

We don't do any social media marketing


AGENCIES:

Describe your use of social media in the context of your search engine marketing activity?

40% of you are NOT integrating

Social and Search

BRANDS

Top Objective for SEO


Drive

traffi

c to

web

site

Gener

ate

leads

Sell p

rodu

cts,

ser

vices

or c

onte

nt d

irect

ly on

line

Incr

ease

bra

nd a

waren

ess

/ enh

ance

repu

tatio

n

Impr

ove

cust

omer

ser

vice

/ cus

tom

er s

atisf

actio

n 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

32%34%

26%

6%

2%

42%

29%

18%

10%

1%

2010 2011

TrafficLeads

Sales

Cust SvcAwareness Reputation

BRANDS

Top Objective for Social Media Marketing

Incr

ease

bra

nd a

waren

ess

/ enh

ance

repu

tatio

n

Drive

traffi

c to

web

site

Impr

ove

cust

omer

ser

vice

/ cus

tom

er s

atisf

actio

n

Gener

ate

leads

Sell p

rodu

cts,

ser

vices

or c

onte

nt d

irect

ly on

line

0%

10%

20%

30%

40%

50%

60%

51%

17%

8%

16%

8%

51%

19%

13% 12%

4%

2010 2011


Awareness&

Reputation

Traffic

LeadsSales

Cust Svc

Respondents: 176

Optimizing destination pages

Determining whether to do in-house or outsource to an outside firm

Hiring and retaining talent

Obtaining executive buy-in

Getting budget

Making the business case for investment

Integration and measurement with other online/offline marketing channels

Measuring the ROI

0% 10% 20% 30% 40% 50% 60% 70%

13%

13%

14%

24%

27%

34%

37%

61%

BRANDS:

What are your greatest challenges when managing social media marketing efforts?

Search Marketers need to reposition out of Direct Response and into embracing the world of Brand Marketing, Brand Math, and Brand Metrics.

#2: Forge New Frontiers

Respondents: 243

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

40%30% 29% 27% 26% 25% 25%

18% 14% 14% 10%

39%49% 49% 47%

36%43%

33% 48%

39%47%

36%

21% 20% 23% 26%39%

31%42%

34%47%

39%55%

Highly significant Significant Not significant

“Rise of mobile Internet” – 40% of brands say “Highly Significant” Impact

BRANDS:In the context of your search marketing efforts, how would you describe the impact of the following trends and technologies?

Respondents: 470

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

47% 43%31% 30% 26% 25% 22% 16% 12% 9% 9%

37% 41%

46% 47%48%

38% 50%44%

39%35% 39%

16% 16%23% 23% 26%

37%29%

39%49%

56% 52%

Highly significant Significant Not significant

47% of agencies say “Highly Significant” Impact from mobile on their search efforts

AGENCIES:In the context of your search marketing efforts, how would you describe the impact of the following trends and technologies?

26

Expect the Unexpected! Tablet are Killing it!

#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

THANK YOU!

Join Today - only $125 for Individual Members!

dana todd state of search-digital-east-09282011

Business

use of social media

social media marketing

social media specialists

social media marketing60

social media budgets

social media marketing100

social and39

social media70