Introduction to SEMPO 2011 State of Search Survey

SEMPO, the Search Engine Marketing Professional Organization, released its annual State of Search Survey today. As the lead for this initiative, I’d like to share the “introduction” I wrote for the report as it captures the overall value and spirit of this survey and SEMPO as an industry thought leader. In future posts, I will delve into the interesting stories the data is telling about how the digital pull of search and social media are continuing to be integrated in marketing efforts overall.

"SEMPO is proud to be delivering this seventh edition of its annual State of Search Survey Report. We’ll let the report and the data contained in the following pages and charts speak for itself, and hope that in turn it spurs dialogue among its readers as we seek as an organization to help our industry learn and grow through better understanding of the changes/challenges that are constantly upon us. With that in mind, here are a few thoughts to help put the data into context:

• Seven years of data provides a solid retrospective base to see how far the industry has come—particularly in terms of tactical usage and investment. We have strived to maintain longitudinal integrity in this regard while still providing opportunity for probing new developments, e.g., Google Instant and the Microsoft/Yahoo Search Alliance this past year.
• We have also started looking for insight on future developments and this year’s report leads with the emerging trends and technologies search marketers feel will have an impact on the industry in the coming year(s). We feel this predictive component also helps marketers do a better real-time assessment of where they are and where they may want to be in this highly competitive space.
• The depth and breadth of participation in this survey can not be understated as a key element of its value. With participants from 66 different countries, and with only half of the total respondents coming from the United States, this report represents the true global nature, reach and impact of the search marketing industry.
• We continue to be unique in our approach to the survey by inviting participation from both advertisers and agencies and then presenting the results in segmented fashion to allow for comparison and contrast. Regardless of which side of the aisle you are on, we encourage you take advantage of the perspective being offered by your compatriots and your counterparts.

Finally, thank you to all who participated in this year’s survey. Your voice is what makes this such a valuable report year after year.