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The fourth annual industrywide survey to assess year-to-year changes in SEM spending and resource allocation was announced today. It is to be conducted through early January, 2008, with preliminary results being accessible in February, 2008. A full report is expected in late Q1, 2008.
SEMPO have been surveying search marketers since the inception of the organisation. The 2007 survey will be open to all search engine marketing agency professionals, whether or not they are SEMPO members. Individuals are encouraged to log on to http://www6.intellisurvey.com/run/sempo2007 to take the survey, which will contribute to explaining the state of the market to-date.
The outcome of the 2006 survey revealed a 63% SEM spending increase since 2005; raising the figure significantly to $US9.4 billion. Included in this survey was paid placement, paid inclusion and organic search in addition to spending on SEM technology platforms. Further, results from this survey suggested that as at Q1, 2006, organic SEO took the highest position in terms of popularity, closely followed by paid placement. Despite paid placement coming a close second, it accounted for 85.9 per cent of total spending; that is, $US8.1 billion of $US9.4 billion total SEM spending.
Since 2006, dramatic changes have been seen in the search engine marketing profession which is thought to impact significantly on the findings of the 2007 state of the market survey. Firstly, major search engines have made large strategic company acquisitions. Secondly, social networking sites have experienced exponential growth, increasing influence in search and redefining innovation in online advertising networks. Subsequently, market surveys such as those undertaken by SEMPO are effective in realising and responding the changing role of the SEM marketer in order to adapt to changing market structures and/or preferences and behaviours of players within it.
In order to provide incentive for industry professionals to participate in this survey, SEMPO have partnered with Incisive Media (owners of Search Engine Strategies or SES conferences) who will randomly allocate one entrant a SES conference pass, valued at over $US1000. So jump online and help SEMPO accurately identify what market changes to expect in the coming year.