Despite continuing problems in the advertising industry as a whole, companies are still spending strongly on online marketing and SEO.
The Q2 2012 IPA/BDO Bellwether report, now in its 12th year, showed that SEO and search returned a 7.4% net balance across marketing budgets.
Advertising and marketing as a whole though is suffering, with budgets being cut across the board.
The continuing economic uncertainty is the major cause, as large scale advertising campaigns will largely prove unsuccessful, due to consumers having less money in their pockets.
However, online marketing offers a more direct and effective channel.
Talking about the results of the report, the IPA Search Group Chairman, President Chris Whitelaw said:
“In the current economic environment advertisers continue to refine their budgets towards very immediate and efficient customer acquisition channels such as search marketing to defend near term profits.”
The latest expenditure report from the Advertising Association and marketing analysts Warc, has estimated that there has been an 11% increase in internet spending over the past 12 months.
As a result, it estimates that online marketing spend will reach a total of more than £5billion by the end of this year.
A large percentage of this spend is thought likely to be connected to the London Olympics, which, it is hoped, will boost the marketing industry across all platforms.
Those with SEO jobs will certainly have their work cut out throughout the games, with London 2012 likely being remembers as the social Olympics, such will be the online activity surrounding it.
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