SEMPO Survey: Direct Sales Beats Brand Awareness for SEM Dollars
The first round of results from the annual Search Engine Marketing Professional Organization (SEMPO) marketing survey are in, and apparently marketers are more interested in proving the value of SEM funding through the observable results of direct sales marketing over the often immeasurable effectiveness of brand awareness.
According to the preliminary data, 59% of corporate advertisers see direct sales as the number one goal of SEM campaigns, beating out last year’s emphasis on brand awareness, which fell to 53%, and lead generation at 48%.
SEMPO is also finding that 42% of advertisers now have budgets dedicated entirely to SEM spending rather than ones siphoned off of spending for traditional campaigns. Organic search is the most popular form of SEM, with paid placement charting a close second.
“Search engine marketing has moved to the major leagues. Corporate advertisers are now dedicating funding to SEM and it makes sense they are expecting a clear return on investment from these new budgets,” said SEMPO president Dana Todd in a statement.
SEMPO will continue to collect survey data through the end of December to determine online search marketing trends and the industry attitude towards SEM spending. The organization is asking more than 1,000 marketing professionals to participate. The final results will be published in the first quarter of 2007.
Article Sponsor
More News
Reader Comments.
No comments yet
Leave a Comment
Features
- Email Deliverability: 10 Golden Rules August 27th 2008
- Infomercials: Revolutionary Political Tool? August 27th 2008
- Can 314 Ad Networks Really Thrive? August 26th 2008
- The Mis-Match of Reasonable Expectations, Delivery August 26th 2008
- Get a 4:1 Payoff at Pricey Trade Shows August 25th 2008
Spotlight
AdMob: Google’s Move Into Mobile Fray Helps UsADOTAS EXCLUSIVE – AdMob offers the biggest mobile advertising marketplace on the planet — and the company was founded just [...] more...
Latest News
- TV Ads To Ape Online Ad Model August 27th 2008
- Hulu Faces Stiff Competition from TheWB.com August 27th 2008
- Microsoft Sued for Click Fraud August 27th 2008
- Lifetime Buys ParentsClick August 27th 2008
- Recall Boosted 52% With Contextually Relevant Ads August 27th 2008
- Report: Online Advertising Not Affected by Downturn August 27th 2008
- InPrivate Could “Undermine the Economies of the Internet” August 26th 2008
- Andreessen, Horowitz Invest in Startup Qik August 26th 2008
Reader Favorites
Classifieds
Most Commented
- Google Slaps Affiliate Marketers (Again) (27)
- Marketing to Women Is So 2007 (10)
- Why CFOs Don’t Believe in Online Advertising (7)
- Serious Software Bugs Reported in iPhones (6)
- Obama’s VP Pick Inauspicious for Net Neutrality (5)
- Has NebuAd Ruined Behavioral Targeting? (4)
- Se Habla Search? (3)
- Four Steps To Lead Generation Success (3)
