The emergence of mobile internet use and changes to Google’s search algorithm were two evolutions in the past year that caught the attention of a high population of search engine marketers. A recent SEMPO State of Search Marketing survey found that 47 percent of company respondents indicated changes in mobile use were highly significant in terms of altering search engine marketing (SEM) strategies. What’s more, 87 percent of survey participants felt Google algorithm updates were also important regarding online marketing campaigns.
When SEMPO took a closer look at the information gathered from the survey, the company discovered that search marketers who consider entering new marketing channels are most influenced by the cost to implement such tactics (58 percent). The ability to manage new verticals in-house (51 percent) and the time it would take to implement new campaigns (51 percent) were two other points of concern for SEM experts.
As 2012 moves forward, and new mobile marketing and search algorithm changes occur, SEM professionals need to learn to adapt faster to evolutions in search. The quicker solutions are implemented, and the greater number of resources allocated toward creating digital ads, the more successful mobile and search campaigns will be in the long term.