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2015 State of Search Industry Report
SEMPO Research Committee
2
Thank You
Global Sponsors:
Research Partners:
Which most accurately describes the organization you work for?
2013 n=4022014 n=573
Type of Organization
63%
37%
2013 Results
64%
36%
2015 Results
Agency or consultantMarketer/Client
4
Business Focus;Fewer firms in mainly B2C, many focus on both
B2B and B2C Equally Mainly B2B Mainly B2C0%
10%
20%
30%
40%
50%
60%
70%
59%
21% 20%
29% 29%
41%
62%
25%
13%
54%
14%
32%
Agency 2015 Agency 2013 Marketer 2015 Marketer 2013
Does your business operate primarily in the B2B or B2C space?
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?
No r th A m e r i c a E u r o p e A P A C A f r i c a S o u th A m e r i c a
72%
19%8%
73%
18%
8%
Agency Marketer
How many employees are there in your organization?
Size of Company by Number of Employees;Marketers organize in larger firms
<1 0 1 0 - 1 0 0 1 0 1 - 1 0 0 0 1 0 0 1 - 5 0 0 0 >5 0 0 0
41% 39%
15%
2% 3%
11%
29%
31%
16% 14%
Agency Marketer
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
Searc
h Eng
ine Opti
mizatio
n
Paid S
earch
Advertis
ing
Socia
l Med
ia Mark
eting
Socia
l Med
ia Adve
rtising
Digital D
isplay
Marketi
ng
Marketi
ng
Mobile
Marketi
ng0%
10%20%30%40%50%60%70%80%90%
100% 92%84%
74%65% 62%
50% 48%
94%83% 84%
57%
70%
86%
42%
85%78% 75%
54%63%
50%
Agency or Consultant Marketer/Client 2013 Results
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
More The Same Less Not 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%Yahoo!GoogleBing
How many people have responsibility for digital marketing?
How many people have responsibility for specific initiatives?
0 1 2 3 4 5-10 10+ Don't Know
22.6%
31.1%
10.5%
6.1% 6.1%
12.6%10.0%
1.1%
Social
media m
a...
Display
medi
a
Paid s
earch SEO
We use
an int
egrat.
..
Other m
arketi
ng ...
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% 0-45-7
Marketers have limited staff and allocate personnel based on average ROI
What are the greatest challenges in managing search engine optimization efforts?
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
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%
AgencyMarketer
SEO Challenges: Marketers ROI, Agencies Budget/Integration/Buy-In
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
2012 2013 20140%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Measured ROI
Paid Search SEO EmailDisplay Media Social
P a i d S e a r c h S E O E m a i l D i s p l a y Me d i a S o c ia l Me d i a Ma r ke t i n g
67%
45% 44%29%
22%
22%
36% 30%
36%40%
5% 15%
8%17% 29%
6% 4%17% 18%
9%
Good Fair Poor Don't Know
44.8%
29.1%
7.2%
12.1%
6.7% No, we manage cam-paings 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
What is the typical fee structure you use to pay digital service providers?
Marketers Agencies
Email Display Social Media
Paid Social Paid Search SEO
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%
Time and materials
Flat agency fee
Fee per click
Percentage of media spend
Comission for sales
Comission for other marketing objective
Not Relelvant
Email Display Social Media
Paid Social Paid Search
SEO
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%
Marketers lean toward pay-for-performance models; Agencies prefer fees
Less than 3%
3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More than 26%
15.9%
27.5%
11.6%
23.2%
11.6%
4.3%
0.0%1.4% 1.4%
2.9%
For fees, what is the typical percent you pay on top of ad budget?
Marketers Agencies
Less than 3%
3-5% 6-8% 9-11% 12-14% 15-17% 18-20% 21-23% 24-26% More than 26%
1.9%
6.6% 6.2%
22.7%
12.8%
24.2%
12.3%
3.8%5.7%
3.8%
Agencies claim higher fees.78% of Marketers are saying they spend under 12%72% of Agencies are saying brands spend 9-20%
15
Marketers– Service ProvidersSEO specialist
Web design company
PR firm
Search agency
In-house
Digital marketing agency
Advertising agency
Social media agency
Paid search specialist
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%
EmailDisplaySocial mediaPaid searchSEO
What types of service providers do you use for digital marketing?