What's the state of the search industry?
This week, the Search Engine Marketing Professional Organization (SEMPO) kicks off its second annual "State of Search Engine Marketing" survey. The survey's mission is to gather information from marketers of all sizes, and across all industries, to learn about their current SEM (define) activities and spending, as well as their planned spending for 2006. As valuable parts of the SEM ecosystem, agencies and search marketers are invited to participate.
I've been involved in the survey as both SEMPO chairman and a member of SEMPO's Research Committee, and we were very pleased with the outcome of last year's survey. We look forward to another successful survey, with your help.
Marketers want to know what practices, attitudes, best practices, and benchmarks are common within the search marketplace. The survey will go beyond gathering data. It will establish benchmarks to help the industry understand advertisers' and agencies' motivations and attitudes.
By getting a good mix of advertiser and agency participation, SEMPO will be able to share a volume of information with the community at large, benefiting us all. The more companies that participate, the more representative and accurate the survey will be.
Seize this opportunity to have make voice heard! The small investment of time to take the survey will be rewarded with early access to the results, as well as the knowledge you participated in shaping the industry. Analysts, Wall Street, and search engine representatives are eager to see the results. Analysts and the press rarely agree about current attitudes and future prospects of paid and organic search. But through this survey, marketers can share their views and preferences on several key issues and areas.
Below, some the keys issues covered in the survey and the rationale for inclusion. Many, if not all, issues pertain to nearly every search engine marketer.
Perhaps the most important questions have to do with ROI (define), profit, and the success metrics marketers and agencies use to judge SEO and other media. SEMPO is looking beyond the traditional understanding of search to deal with questions such as where branding fits in a medium in which many post-click behaviors are measurable. If you have an opinion, please share it.
I look forward to reporting what you share about your SEM efforts when responses are tallied and analyzed.
Join us at Search Engine Strategies in Chicago, December 5-8, 2005.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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