In spite of growing recessionary concerns, U.S. marketers are likely to boost spending on search engine marketing by as much as 16 percent in 2009 according to a report from eMarketer, a leading marketing trend firm.
According to the report, total search engine marketing spending is likely to rise to $14.1 billion in 2009, up from $12.2 billion in 2008. And by 2013, spending for search engine marketing may exceed $23 billion annually for what eMarketer described as the four basic forms of search engine marketing: paid search advertising, contextual advertising, paid inclusion, and search engine optimization.
“The recession is driving marketers to concentrate on gaining new business, even more than on customer retention objectives,” said David Hallerman, eMarketer senior analyst and author of the new report, Search Marketing Trends: Back to Basics. “Search is the ultimate online acquisition tool, and therefore is positioned to do relatively well in this economy.”
Another trend may be search engine optimization (SEO). eMarketer predicts that SEO spending will rise 90.9 percent over the next five years, nearly doubling the size of the SEO industry.