Search proved to be one of the most resilient forms of digital advertising during the economic downturn and having weathered the storm, it is set for renewed growth across a number of international markets, according to one expert.
Econsultancy research director Stefan Tornquist said that in terms of "raw dollars", search now accounts for around half of all investment in online marketing services.
Moving forward, he expects to see the channel experience similar rates of growth in North America and Europe’s established digital economies like the UK, France and Germany.
Meanwhile, less developed markets will see higher rates of growth, although overall spending on search marketing is likely to be lower.
Recent research from Econsultancy found that 60 per cent of UK firms plan to increase their spending on search engine optimisation over the coming year, while 52 per cent intend to invest more in pay per click marketing.
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