IAB Search Marketing Barometer Results 2010
13 July 2010, Jonathan Saipe
The IAB has just released their 2010 search marketing barometer which makes for essential reading if you operate in the digital marketing or search engine marketing arenas.
A total of 144 questionnaires were completed by 91 top brand (chosen as they are were the top advertising spenders for April/May this year).
A summary of the IAB findings are as follows:
- Integration opportunity – only 28.7% of advertisers said search is fully integrated with the rest of the marketing mix, yet 99% said there is a greater opportunity to integrate and 100% of Search Council agencies felt all of their clients could do more to integrate.
- Brand building – 78% respondents said search can build brand either directly or as part of the full user journey, reflected by actual use. 70% include brand building as a primary objective of SEO and over 50% for PPC.
- Budget – 99% of SEO budgets and 90% of PPC budgets will stay the same or increase in 2010 (55% and 43% increase respectively).
- PPC Activity – Only 14% of respondents DON’T employ a PPC agency; and 72% of respondents are restricted by their PPC budgets.
- Website effectiveness – only 37% of websites are ‘good’ at achieving objectives, leaving much room for improvement once consumers reach their destination.
- Advanced testing – 19.4% of respondents carry out A/B testing with 5% carrying out MVT (multi-variate testing); 35% carry out both. 39% of respondents do not carry out testing – so clearly there’s room for improvement.
- Strong understanding of search? – the majority of respondent claim to understand the main principles of SEO and PPC (only 38.6% feel teams outside of digital also understand the importance of search); but few have enough information about new or advanced tools and data. This would indicate that knowledge is not being filtered to all levels, which is also hindered by an ever changing IT landscape.
- Efficiency of search – cost, value and resource are clear concerns at the moment, indicating a shift in advertiser attitudes to search where reviewing and optimising activity is currently of greater importance.
- Finding skills – 37% of respondents said they found it hard to find staff with skills in search marketing; and search qualifications were considered unimportant for 53%.
- Social Media and mobile – 39% of respondents believe social media will be more important than search in 2015; 49% believe mobile search will overtake desktop search by 2015.