Paid Search Spending Matured in 2016
In 2016, “only 41 percent” of marketers spent more on paid search, according to the survey findings from Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
In past years, as many as 8 percent more of surveyed marketers had been raising their spending in the channel, reads Target Marketing’s analysis of years of “Media Usage Survey” data. This “Search Engine Marketing” section is one of the marketing benchmarks of media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Search Engine Marketing
This is an excerpt from the “Marketing Mix Trends 2010-2016” research.
Search engine marketing expenditures are still growing, but 2016 saw a slowdown, with only 41 percent of respondents to our survey saying they increased their spending, compared with between 46 and 49 percent in years past.
The question is whether the shift from search spending — such as purchasing keywords — indicates a shift from passive marketing. Unlike digital display advertising, which presents offers to individuals that serve to awaken needs or desires, search depends on prospects using terms that will lead to the marketer’s offerings.
Other sources bear this trend out: Early in 2016, eMarketer released a report noting that 2016 would be the first year in which total digital advertising expenditures were forecast as surpassing total search advertising spending. Additionally, a larger percentage of respondents increased or maintained their digital advertising spending levels than made similar increases for search.
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