Is Search Engine Marketing Recession Proof?
As the stock market presses for stability, economic forecasts continue to look grim at best, and consumers nationwide become increasingly frugal with their spending, one might draw the natural conclusion that companies are slashing marketing budgets to compensate for fledgling bottom lines.
While it is true traditional mediums such as television, radio, and print are experiencing a sharp decline in advertising revenue, the epidemic hasn’t spread to the search engine marketing industry. In fact, several research reports are in universal agreement that search marketing companies will continue expanding through the 2009 fiscal year. Growth is expected to fall a few decimals short of 2008 (13.8 percent down to 13.4 according to Myers Publishing), however, the mere fact substantial growth is expected at all is a welcome sign for any search engine optimization company.
There are two primary factors that explain why search engine marketing is thriving as other mediums falter. First of all, search marketing is the only marketing medium that allows for measurable tracking. With tangible evidence immediately available, more money is funneled through this outlet because companies and investors can see concrete numbers and figures. Conversely, traditional mediums just push out marketing campaigns without any traceable indicators of how consumers are responding to it.
The second factor is increased searches by consumers. Not only are people generally spending more time online, but more people are using the internet to conduct product research before making a purchase. With fewer dollars to spend, consumers are analyzing online products with increased zeal. This breeds tremendous opportunity for SEO companies that perform pay-per-click (PPC) services, as sales leads are still plentiful for the business with the most enticing and best researched ad campaigns.
The evidence for increasing search engine marketing budgets is certainly there, and yet now is also an ideal time for investing in SEO projects that will bring traffic via organic search rankings. It’s a cost-efficient measure that generates continuing sales and leads the year round, no matter what the state of the overall economy. By ensuring the nuts and bolts of your web site are intact and running smoothly, you can become less dependent on search marketing. But as we have seen time and again, the key is finding a sound balance of PPC and SEO that will guarantee enhanced online visibility, increased sales leads and conversion rates.
