Digital Lifescapes

According to a joint study by Econsultancy and search engine optimization (SEO) firm Guava, online marketers around the globe -- but particularly in the UK -- are increasingly turning to search engine marketing practices for growth. eMarketer reports that fifty-five percent of respondents said they planned to raise spending on SEO, and 45 percent said the same of paid search. In addition, 31 percent of SEO and 32 percent of paid search users said they intended to maintain their budgets. However, search marketers use paid search and SEO to accomplish different tasks. In 2008, marketers said that the main objectives of paid search were to capture online sales, generate sales leads, drive Website traffic and enhance the brand. Regarding objectives for SEO, most marketers said its primary purpose was to drive traffic, create leads, generate sales and brand awareness. In 2009, marketer's perceptions are in similar proportions across the board. With the global economy faltering, and mon...

eMarketer reports that according to a poll of U.S. marketers by Bredin Business Information, the primary challenges in marketing to American small businesses are funding new projects, growing the business with limited resources and increasing awareness. In addition, marketers say the outlook for small business marketing has changed in 2009. They are increasing their online activities, becoming more focused and conducting segmentation research to better target their customers. It is no surprise that the local online marketing space is where many small and medium-sized businesses (SMBs) are moving their efforts -- and their marketing investment. It's apparent that digital marketing has gained increased adoption at the expense of legacy advertising approaches -- in particular yellow page directory listings and direct mail coupons. The leaders in both forms of mass-media publishing failed to migrate their value proposition to the online model. Clearly, in 2009 more savvy SMB marketers ...

As tough times force many people to spend less -- and to be pickier about what they do buy -- online Search is becoming ever more important to marketers. "The recession is driving marketers to concentrate on gaining new business, even more than on customer retention objectives," says David Hallerman, eMarketer senior analyst. "Search is the ultimate online acquisition tool, and therefore is positioned to do relatively well in this economy." The four basic search options are paid search, contextual advertising, paid inclusion -- all three are types of advertising -- and Search Engine Optimization (SEO). All four options will experience increased spending through 2013. By then eMarketer estimates total U.S. search marketing outlays will surpass $23 billion. While paid search traditionally has received the attention and money, as they seek to acquire new customers, marketers are now increasingly turning to SEO. There are key differences between paid search and SEO. ...