New research has found that 51 per cent of businesses use search engine marketing in order to drive better conversion rates in online and offline sales.
Aberdeen Group conducted a study of 200 organisations around the globe in order to ascertain what makes the "Best-in-Class" so much better than the rest.
Steve Lawrence, research analyst at Aberdeen and author of the research report "What Does It Take to Create Best-in-Class Search Engine Marketing?", commented: "Companies, large and small, will need to justify to their executives the successes and failures in search marketing efforts in a quantifiable way or risk losing budget."
Furthermore, he stated that, regardless of the market, businesses now need to maximise their return on investment as tougher economic times mean firms are fighting for fewer customers overall.
Aberdeen Group is a fact-based research company that is focused predominantly on the technology-driven global value chain.
Last year the company published over 100 extensive research studies and counts more than 93 per cent of the Software 500 among its client-base.