Business-to-consumer search marketing is viewed as one of the best advertising platforms for return on investment (ROI), new statistics have indicated.
MarketingSherpa’s figures for the fourth quarter of 2008 revealed that tactics such as search engine optimisation and pay per click were ranked alongside house email marketing as offering the best ROI.
The survey suggested that search marketing in particular will experience an expansion in budgets this year, in spite of recent predictions forecasting lower growth for the channel in 2009.
"Search may end up faring well through the recession, however, within a larger overall shift from brand tactics toward the more dependable and measurable direct online tactics," MarketingSherpa commented.
Spending on paid search rose by 28 per cent to £981 million in the first half of 2008, according to the Internet Advertising Bureau.
Overall online marketing spending increased by 21 per cent to almost £1.7 billion, the figures showed.