Monday, January 05, 2009

MENG 2009 Annual Survey Confirms Trends Shifting to Search Marketing Concepts

The Marketing Executive Networking Group (MENG) just released its Second Annual Survey on Top Marketing Trends. The survey respondents were 89% senior level executives (vp and up) evenly split between B2B and B2C marketing arenas. And here is what they said were the Top 5 Main Trends heading into 2009:

As it did last year, Search Engine Optimization (SEO) comes in solidly as the Number 2 marketing trend with a statistically significant increase over 2008. The Viral/WOM grouping (consisting of Word of Mouth, Viral Marketing and Blogging) jumped into the Top 5 from Number 8 last year with its own significant increase. While these both have obvious connections with the search marketing concepts we advocate here at DBE, a closer look at the other top trends shows how search concepts continue to become integrated with marketing thinking.

For example, the Marketing Basics grouping includes Marketing ROI which had the third biggest individual concept increase from 2008 with a jump of 12 points. (The first two concepts with bigger jumps were Credit Availability and Housing Markets.) Of course, the metrics of search make it one of the most measurable media in terms of Marketing ROI.

The Personalization grouping has a number of terms that we include in our search marketing umbrella – Competitive Intelligence, Data Mining, Lead Generation, and E-commerce. Plus the Innovative Branding group includes Leading through Analytics so I could make the case that aspects of search marketing can be found in all five of the leading marketing trends for 2009.

Oh, and by the way, mentions of New Media also increased in the 2009 study moving it to Number 8 behind Green Marketing and Multicultural/Ethnic Issues. New Media includes Mobile Communications, Electronic Media, SNS (Social Networking Sites), Web 2.0, CGM (Consumer Generated Media) and Long Tail – all search-related terms, too.

Oddly enough, the MENG survey also reports that the Top 5 buzzwords marketers are “most tired of hearing” are (in order) Web 2.0, Social Networking, Social Media, Blog and Viral Marketing. Even the MENG release on the study finds this anachronistic as many of these same marketers previously said they don’t yet know enough about these new media.

My thought is that if senior executives are tired of hearing about these trends now, they better buy some ear plugs because the buzz around these and all search marketing concepts is only going to continue to rise in 2009.

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