Mar 10, 2009 at 9:06am ET by Greg Sterling
SEMPO’s new report, due to be released this week, cuts its forecast for search advertising. The results are based on a survey of almost 900 agencies and search marketers. According to the Wall Street Journal, the report scales back previous growth projections considerably:
But even as the economy hits search spending fairly hard, other media are faring worse. Search, widely regarded as the most efficient form of online advertising, is still benefiting from advertiser and agency budget shifts to online:
The paradox of these shifts is that they express a simplistic view of consumer behavior, which has become increasingly complex and relies on many sources of information and ad exposures, both online and offline. However, many marketers are adwords destek starting to see with greater clarity the convoluted consumer path to conversions. Search remains perhaps the critical component of online advertising; however a search-only strategy is somewhat myopic.
Here’s an excerpt from findings from Atlas’s (Microsoft’s) recent “engagement mapping” report entitled The Long Road to Conversion: The Digital Purchase Funnel:
Yahoo’s increasingly integrated search and display platforms are consistent with this more sophisticated consumer behavior model. And the SEMPO report apparently does find some interest in search retargeting accordingly.
Related Topics: Channel: SEM | Search Ads: Behavioral Targeting | Search Ads: General | Search Marketing: General | SEM Industry: General | SEM Industry: Organizations | SEM Industry: Stats | Stats: Spend Projections | Top News
About The Author: Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling. See more articles by Greg Sterling
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