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SEMPO has released the results of its 12th annual State of Search marketing survey, with industry insights for both marketers and agencies.
Findings from the survey reveal that marketers appear to be moving more in-house; particularly with organic search and organic social channels.
Agencies, on the other hand, are shifting more to paid search and paid social channels.
Marketers continue to face challenges when it comes to ROI, attribution, and integration.
The greatest challenges faced by agencies involve hiring and retaining talent, proving value to clients, and differentiating themselves from competitors.
Key initiatives for 2018, for both marketers and agencies, are attribution, measurement, and video. Agencies are also focused on staying ahead of voice search and Amazon.
Here is a summary of more top findings from the survey, broken down by marketers and agencies.
Results are based on an online survey of almost 300 respondents from client-side marketers/advertisers, agency/consultants, and eco-system suppliers.
Full results of the survey can be accessed for free after signing up for a SEMPO membership.