UK Search Engine Marketing (SEM) Benchmark Report 2010 shows some interesting data
and trends. Guava’s Martin Dinham presented a range of these at the Online Marketing Show
last week.
Into its fourth publication year, the Report draws on responses from over 500 marketing
professionals from companies, agencies and consultancies. Here are some of the results.
Twitter up front
The bulk of companies surveyed (81%) use Twitter for marketing. This puts it in first place for the
most widely used social media website, just ahead of Facebook at 78%. Interestingly, the amount
of companies adopting Twitter as a marketing tool has risen dramatically from 49% last year.
Driving paid search
Company respondents identified their primary objective for using paid search as:
- 53% for direct online sales
- 48% for lead generation
- 44% for driving traffic and
- 30% for branding.
Measuring social media
The Report identifies the challenge of measuring success of social media as a significant barrier
to take up for some businesses.
Search and Social outlook
Prospects for search marketing and social media look much stronger than 12 months
ago, with investment increasing strongly for paid and natural search and social media
activities.
Danita Jackson.
Tags: SEM, Social Media, Twitter
