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BizReport : Search Marketing : January 05, 2012

Covario: Marketers need to push search spend to compete

Search marketing isn't garnering the headlines it did just a couple of years ago, but for marketers search spending continues to be high. According to new data from Covario the global search spend increased 21% for 2011, with a 28% increase during Q4 (year over year). The big news, however, is that their experts believe search should be pushed even higher over 2012.

by Kristina Knight

To better compete with similar brands or businesses, Covario's experts suggest brands increase the search spend through 2012. In the Western Hemisphere, they suggest increasing search spending between 18% and 22%, in the EMEA, a 15-18% increase is suggests and in the Asia/Pacific region, experts believe the search spend could be increased by at least 40%.

"Asia/Pacific continues to be where the major growth opportunities exist for global search marketers in the high-tech industry," said Russ Mann, CEO, Covario. "The economies in North America, led by the U.S. and Canada, are also stabilizing and are poised for stronger growth in 2012. On the other hand, growth in search spending in Europe will further decelerate due to the macro-economic slowdown and political unrest in the region."

As for where the search engine 'gold' lies, Google remains the top contender. For November 2011, comScore reports Google held a 65% share of explicit core search queries while Yahoo and Microsoft accounted for only 15% (each) of the share. Nearly 18 billion explicit core searches were queried for the month. Whether searching for brand specific items or using generic terms, it is clear consumers continue to use search engines to find products, research purchases and to compare prices in their quest to save a few dollars.

Tags: Covario, search marketing, search marketing tips, SEM trends, SEO trends

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