According to J.P. Morgan's Nothing But Net: 2011 Investment Guide, search marketing will pay off in 2011. As MediaPost reports, the firm anticipates that more consumers will be conducting searches this year, and search revenue will rise accordingly.
J.P. Morgan predicts that global query volume will grow by 18 percent in 2011, and this will fuel a 20 percent growth in worldwide search revenue. The United States is expected to see a more moderate gain in query volume at 12 percent, but U.S. search revenues are still expected to experience 19 percent growth this year.
Search marketers should take note that consumers will be conducting queries on new screens in 2011. The firm anticipates that increased search engine use on computers will be matched by searches on tablets and mobile devices.
The source reports that J.P. Morgan anticipates display ads and social media campaigns will be key to catching clicks from desktop and on-the-go searchers. This finding is in keeping with Brafton’s earlier reports that display ad spend is expected to grow in 2011, and search marketers are prioritizing social channels this year.
With search on the rise, marketers must remember that quality content attracts search traffic – whether through content-heavy paid search ads or organic search engine optimization (SEO) tactics. As Brafton reported last month, content marketing is poised to take precedence across campaigns this year.