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BizReport : Search Marketing : June 24, 2016

Search marketing taking back seat as proving ROI challenging

Difficulties proving return on investment for search marketing campaigns is seeing the channel being undervalued, according to new research from B2B research firm Clutch and digital agency R2integrated.

by Helen Leggatt

The report, 'Enterprise Marketing Survey 2016', polled 500 enterprise marketers and found that a significant number, 90%, "undervalue search marketing and risk losing key customer segments".

The reasons, the report found, was the challenge of measuring return on investment on non-paid ads appearing in organic search (18%) coupled with the difficulties finding a reliable agency (14%).

Other challenges cited include:

- 13% cite upfront costs;
- 13% cite technical skills;
- 10% cite keeping up with best practices;
- 9% cite content creation challenges.

Overall, the report found that just 5% of companies say paid search ads are their top marketing priority, while 4% prioritize 'organic' search engine optimization - targeting unpaid listings at the top of Google search results pages.

volume.pngEnterprises that do not focus on search marketing as part of their multichannel strategy do not capture the full extent of customer demand and may not be measuring the right metrics to realize extent of ROI. Search should be integrated with all other marketing channels for best results.

Tags: B2B, campaign management, metrics, research, search marketing

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