This shows the findings of the second of the IAB’s Search Marketing Barometer report, this time based on the performance across 2011, and again carried out in conjunction with the Search Council. The findings of 123 marketing respondents from the top 200 brands shows that search advertising is still not fully integrated into the marketing mix, with 94% of UK advertisers believing there is a greater opportunity to link it with the rest of their communications activity. This is despite 62% of respondents seeing tangible benefits from integrating search into the wider media mix.
Other key findings:
- Around a third of brands use paid and natural search to build brand and generate awareness as their primary objectives
- 44% of brands don’t have a mobile optimised website
- 72% of brands state their campaigns are partially or not at all integrated with the wider media mix, while 94% said there is greater opportunity to integrate search
- Only 13% of brands feel they have a sufficient amount of performance data
- 58% of brands have little to no understanding at all of attribution modelling
