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BizReport : Search Marketing : May 28, 2012

UK: Digital marketers continue investment in social, search

The 2012 UK Search Engine Marketing survey, conducted by Econsultancy and Guava, has just been released. If you're wondering how and where digital marketing budgets are being invested in the UK, read on.

by Helen Leggatt

LOGO_NETBOOSTER.pngOver the last year many changes have taken place on the digital landscape that have had, according to Guava's sales director, Martin Dinham, "a profound effect on how digital campaigns are developed and executed".

These rapid changes have left companies with a knowledge gap. Within SEO alone, the number of companies reporting a lack of know-how as a barrier to SEO success has risen from 16% to 29% in one year.

To ascertain how and where digital marketers are investing their budgets, 300 UK in-house marketers and 300 agency staff were surveyed. The results, reported by Econsultancy, reveal that, despite a lack of resources, social media and SEO budgets continue to rise:

- 62% plan to increase social media spending over the next 12 months;
- 57% will increase spending on SEO;
- 49% will increase spending on paid search;
- 38% spend in excess of $150,000 on paid search advertising each year;
- 12% spend in excess of $150,000 in SEO each year;
- Just 4% spend in excess of $150,000 each year on social media marketing.

NetBooster has recently opened up an office in London, UK.

Tags: digital agency, digital marketing, in-house marketing, marketing budget, search marketing, social marketing, social media

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  • AlokCCF

    Wow! Some pretty cool insights Heather. Its odd to see that the lack of SEO know-how has risen so substantially, while the amount of $ spending has also increased during this period. Do you think this is due to the increasing complexity of Google's algorithm? I'm assuming that the new Penguin/Panda updates affect these numbers? What I don't see is the spend on creating content to help with the search marketing tactics...As you know creating original, fresh content is what google wants, and by spending more money on content creation can help agencies drive more traffic...



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