This year, internet marketers are boosting their paid search and SEO efforts. Econsultancy's State of Search Marketing Report 2011 reveals that search engine marketing will grow 16 percent in 2011, reaching a projected $19.3 billion.
According to the study, search marketing's growth is partially catalyzed by the growth of mobile marketing. Brafton has long reported on the rise of mobile channels, and Econsultancy says more than three-quarters of companies cite mobile as having a significant impact on their search marketing.
The report also references the rise of social media marketing, with 84 percent of respondents saying they use Facebook for marketing. This is up from 73 percent last year. Notably, Google's Matt Cutts recently advised marketers that search engine and social media marketing can – and should – work as complementary strategies.
As search budgets rise, it seems a growing number of marketers are outsourcing to SEO and social experts this year. Less than half of companies will keep SEO in-house (44 percent, down from 51 percent last year), and the number of companies that will keep social media in-house has dropped from 62 percent in 2010 to 55 percent in 2011.
Outsourcing to experts may be a wise move for those who feel they are not maximizing their campaigns – and this description seems to fit a large number of business owners. As Brafton has reported, the majority of small business marketers say they need help with some aspect of search marketing.