SEMPO Search Surveys Say…

SEMPO Member ForumMarch 11, 2016Panel Moderator: Marc Engelsman, VP Client Strategies, Digital Brand Expressions

2

Agenda

• Search & …

• Integration• Challenges• ROI/Analytics• Talent• Tools/Algorithms

3

The Peer Pool Who Participated

• 10th Annual State of Search Survey (SOS)• 573 respondents• Company Type

• 64% Agency• 36% In-House Marketers

• 5th Bi-Annual Search Salary Survey (SSS)• 598 respondents• Company Type

• 52% Agency• 42% In-House Marketers• 6% Ecosystem

4

Search & Integration

Which of the following types of activity does your organization carry out?

Search still leads digital marketing efforts; Marketers outpacing agencies in Email; Mobile efforts lower than expected

Searc

h Eng

ine Opti

mizatio

n

Paid S

earch

Advertis

ing

Socia

l Med

ia Mark

eting

Socia

l Med

ia Adve

rtising

Digital D

isplay

Marketi

ng

Email

Marketi

ng

Mobile

Marketi

ng0%

10%20%30%40%50%60%70%80%90%

100% 92%84%

74%65% 62%

50% 48%

94%83% 84%

57%

70%

86%

42%

85%78% 75%

54%63%

50%

Agency or Consultant Marketer/Client 2013 Results

6

IT’S CALLED SEARCH “MARKETING” FOR A REASON

In general, which department does this team fall under?

Are you part of a dedicated Search Marketing Team? (Yes, one person can be a team...)

7

SEARCH AND DIGITAL MARKETING INTEGRATION

You spend most of your time on...

8

SEARCH IS IN A WIDE VARIETY OF INDUSTRY SEGMENTS

Which vertical market or segment does your business focus on? (Select all that apply)

9

Search & Challenges

What are the greatest challenges in managing search engine optimization efforts?

Measuring the ROI of our SEO efforts

Staying abreast of search engines' indexing algorithms and technology

Optimizing destination pages

Getting budget for SEO efforts

Integration, attribution, and measurement with other online/offline marketing channels

Making the business case for investment

Researching and choosing optimal keyword phrases

Hiring and retaining talent

Obtaining executive buy-in

Determining whether to do SEO in-house or outsource to an outside firm

18.4%

13.0%

11.5%

10.7%

10.1%

9.1%

8.5%

7.3%

7.1%

4.3%

14.2%

10.3%

4.4%

17.0%

13.1%

11.2%

3.8%

9.9%

11.5%

4.7%

AgencyMarketer

SEO Challenges: Marketers ROI, Agencies Budget/Integration/Buy-In

What are the greatest challenges in managing paid search marketing efforts?

Getting budget for paid search efforts

Determining whether to do SEO in-house or outsource to an outside firm

Optimizing destination pages

Measuring the ROI of our SEO efforts

Researching and choosing optimal keyword phrases

Staying abreast of search engines' indexing algorithms and technologies

Obtaining executive buy-in

Hiring and retaining talent

Making the business case for investment

Integration and measurement with other online/offline marketing channels

16.3%

15.4%

13.8%

13.6%

10.0%

7.5%

7.5%

6.3%

5.4%

4.3%

20.9%

16.1%

13.1%

8.5%

5.9%

4.3%

8.0%

11.8%

7.2%

4.3%

Agency

Marketer

Paid Search Challenges: Marketers Destination Pages, Agencies Budget and Talent

What are the greatest challenges in managing social media marketing efforts?

Measuring the ROI from social media efforts

Agreeing upon campaign metrics

Integration and measurement with other online/offline marketing channels

Getting budget for social media efforts

Obtaining executive buy-in

Hiring and retaining talent

Determining whether to do social media in-house or outsource to an outside firm

26.4%

15.6%

14.4%

14.4%

9.3%

7.8%

6.1%

22.1%

14.2%

10.1%

19.3%

14.9%

9.0%

7.4%

AgencyMarketer

Social Challenges: ROI and Budget

13

Search & ROI/Analytics

How would you describe your ability to measure ROI from marketing?

Have we reached comfort level with integrated ROI? Not so much for Display and Social

2012 2013 20140%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Measured ROI

Paid Search SEO EmailDisplay Media Social

P a i d S e a r c h S E O E m a i l D i s p l a y Me d i a S o c ia l Me d i a Ma r ke t i n g

67%

45% 44%29%

22%

22%

36% 30%

36%40%

5% 15%

8%17% 29%

6% 4%17% 18%

9%

Good Fair Poor Don't Know

15

ANALYTICS KEY PART OF SEARCH DUTIESDo you use any of the following as part of your search marketing duties (check all that apply):

16

Certifications Needed? SEMPO Poll

17

Certifications, Check (Thanks Google)But Analytics Not Meeting Demand

18

Search & Talent

How many people have responsibility for digital marketing?

How many people have responsibility for specific initiatives?

0 1 2 3 4 5-10 10+ Don't Know

22.6%

31.1%

10.5%

6.1% 6.1%

12.6%10.0%

1.1%

Social

media m

a...

Display

medi

a

Paid s

earch SEO

We use

an int

egrat.

..

Other m

arketi

ng ...

Email

93.6% 91.6% 90.1%79.5% 79.7%

70.7% 66.1%

6.4% 9.2% 9.9%20.5% 20.3%

29.3% 33.9% 0-45-7

Marketers have limited staff and allocate personnel based on average ROI

Percentages represent number of relevant responses divided by total number of

respondents for each category, marketers and agencies.

20

MIX OF MAKERS AND MANAGERSPlease help us understand your role within your company.

How many people report to you?

21

RESPONDENTS MULTI-MANAGING How many accounts or websites do you manage?

22

Search industry “vets” growing; why are fewer entering? Social media impact?

23

Shift To Working In Agencies?

24

BACK IN THE MONEY…AVG. SALARY INCREASES 16% VS. 2013!

25

Type of Company Makes Less Difference

26

Search & Tools/Algorithms

44.8%

29.1%

7.2%

12.1%

6.7% No, we manage cam-paings with tools like Excel

Yes, our services provider has a proprietary tool

Yes, we have a proprietary (in-house) solution

Yes, we license a tool from a third party vendor for use in-house

Other (Marin, Kenshoo)

Do you use technology with “bid management” for digital campaigns?

Do you use technology with “link analysis” for search engine

optimization?

Marketers

Agencies

43.30%

6.30%

22.10%

28.40%

Yes, we license a tool from a third party vendor for use in-house

Yes, we have a proprietary in-house solution

Yes, our service provider has a proprietary tool

No, we manage SEO with tools like Excel

54.4%

19.2%

26.4%

No, we manage campains with tools like Excel

Yes, we have a proprietary tool

Yes, we license a tool from a third party vendor for use in-house

14.5%

49.0%

36.5%

No, we manage SEO with tools like Excel

Yes, we have a proprietary solution

Yes, we license a tool from a third party vendor for use

Agencies more likely to use tools for SEO

28

Hanapin: State of Paid Search 2016 What’s Been The Most Important Aspect of the DigitalMarketing Industry Over The Last 12 Months?

29

Moz: Search Engine Ranking Factors 2015

30

Searchmetrics: Ranking Factors 2015

31

Searchmetrics: Ranking Factors 2015

32

Questions