The future of the search engine marketing industry across North America looks pretty solid. As per the SEMPO State of Search Marketing Report 2012, the search industry will touch the $23 billion mark by end of 2012. As compared to 2011, the search marketing industry shows a promising growth of 19%. This report has been compiled by SEMPO and eConsultancy is based on a survey held on May 12- 15, 2012 answered by close to 900 search industry marketers from a total 36 countries around the globe. Of the 900 respondents 64% of them were from the USA. The report further reveals that in the year 2013, the growth rate is expected to be around 13%.
Challenges Faced by the Marketers
The report states that SEM experts’ biggest challenge is sourcing budgets and finding & retaining talented staff. One fact all marketers agree on is that they plan to merge digital with all other channels. Key notifications include:
- Finding and retaining talented staff a challenge for 21% respondents
- Digital budgets will rise as expected by 86% respondents
- Digital budgets will fall as expected by 4% respondents
Google’s Algorithms Caused the Biggest Impact in the Industry
The survey results clearly show that SEM experts faced the biggest upheavals after Google’s recent algorithmic changes- 90% of the respondents held this view. Other impactful changes include rising mobile internet and local search. 87% of the respondents agreed that these algorithmic changes as well as the increasing mobile search have caused “significant” or “highly significant” impact.
The factors with the biggest “significant” impact include:
- Mobile internet’s rise: 92%
- Local search rise: 87%
- Google’s algorithm changes: 85%
For more information, you can download the report from the SEM Research page.