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Search Engine Marketing: Trends, Prospects & OpportunitiesProduct Type: Market Research ReportPublished by: eMarketer Published: February 2004 Product Code: R203-348 Description The Search Engine Marketing report provides an objective, balanced look inside the supercharged world of search advertising. While the media has gone bonkers over the paid search phenomena -- and it is pulling in a big share of online ad dollars -- it is only one element of search marketing covered in this report:• Organic Search • Paid Placement • Paid Inclusion Last year’s 123% growth rate for paid search ad spending was impressive, but the report also highlights the other elements of the search marketing process that should not be overlooked. Optimizing a Web site for organic search is just as important as paying for position -- especially as the cost of keywords rises. Even when paying for clicks, consider contextual search -- but only when the value makes it compelling. If your product or service lends itself to local search, the coming year is a great time to get on the bandwagon. The Search Engine Marketing report answers these key questions: • Why is online search marketing so hot? • Is your company positioned to take full advantage of paid search advertising? • What types of companies are properly positioned to take advantage of search? • How do you create effective landing pages? • What are consumers’ primary search patterns? • What is best for driving your business: paid or organic search? • Should you consider both paid and organic options? • What is paid inclusion, and who offers it? • What is contextual search? • What new trends are reshaping search engine marketing? • How soon will the trends in the market have an impact on business? • And many more... Table of Contents MethodologyThe eMarketer Difference The Benefits of eMarketer’s Aggregation Approach “Benchmarking” and Projections I Factors Behind The Search Boom A. Search Sites & Shopping II Search Spending & Costs A. Paid Search Costs III How People Search: Usage & Attitudes A. What Consumers Think About Search IV Search Marketing Choices & Trends A. Paid Search B. Organic Search C. Paid Inclusion D. Search Trends Contextual Search Local Search Multimedia Search V Paid Search Predicaments A. Imbalanced Spending B. High-Cost Clicks C. Consumer Annoyance D. Sidestepping Search E. Trademark Violations VI The Search Site Market A. Keyword Choices & the Second-Tier VII Company Profiles: Managing Search Marketing VIII Views & Implications A. The eMarketer View B. Wildcards C. Alternative Views D. Implications for Your Business For Large Enterprises For SMEs For Search Engines & Sites For Web Publishers & Online Retailers E. Related Information & Links Related Links Related Charts Suggested Key Words for eStat Database Index of Charts |
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