MarketingVOX: Search marketers are satisified with their return on investment and are planning to up their spending, writes ClickZ, citing a new report from JupiterResearch.
Overall satisfaction with search marketing is high among professionals, according to the study, which found that 65 percent of advertisers sat they are planning to increase their search spending, compared with 28 percent who will maintain current levels and only seven percent who will make cuts.
Over a quarter of large companies plan to increase?search spending over 25 percent in 2007. That matches roughly with the percent of such companies reporting they are “very satisfied” with the return on search investment. Some 28 percent of larger companies plan increases between 11 and 25 percent, mostly in anticipation of keyword price inflation.
One concern is the lack of ability to correlate search to later offline behavior.?Marketers don’t always use the correct measurement approach – particularly marketers who are attempting to gain branding impact via search marketing.
Those dissatified with search ROI, according to the report, tend to be smaller companies managing fewer keywords.
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