I usually don't make predictions as there are usually more than enough people
who do. That doesn't mean that I don't have an opinion about what we expect to
see with search engine marketing in 2007. So as I'm sifting through the numerous
industry professionals' predictions for search in 2007, I quickly became bored
with all of the "safe" and "predictable" predictions that many have been making.
That is until I came across a post by Rob Garner via
Media Post Search Insider.
Garner makes 5 predictions for search in 2007. Of the five, there are three that
I agree with wholeheartedly. For that reason I feel that they should be
mentioned here yet again.
1. Demand for agencies practicing hybrid paid and natural approaches will
increase - this is something that is not new to me, but for some reason is new
to a lot of organizations out there. Garner hits the nail on the head when he
states "marketers utilizing two separate agencies or departments will begin to
realize that their campaigns are not running on all eight cylinders. For those
paid agencies trying to play holistic catch-up, attaining a dual competency will
be more difficult because of the required skill sets for managing natural search
in an increasingly competitive and technical landscape." This is especially true
for those in the B2B world. Search Engine Marketers will need to provide a
total
solution for their clients.
2. Users will begin to have an impact on algorithmic search
- representatives
from both Yahoo and Google have stated that users would soon have at least some
influence on algorithmic search results. Both engines have hinted at the fact
that we may see evidence of this in 2007 and into 2008.
3. Search education gets hot – this is the one item that was long overdue and
2007 will be a monumental year for search marketing education. Direct Marketing
Association, SEMPO, and Search Engine Strategies are developing SEM education
and certification tracks. Here at
Enquiro, education and continuous improvement
is something that is high on all of our lists so the fact that search education
is becoming a hot ticket and potentially lucrative career choice is a welcomed
addition to the search marketing world.
The winds of change are sweeping through marketing in general and there is a
definite paradigm shift happening. As marketers experience better returns
through online marketing endeavors, search engine marketing is growing up. Dare
we suggest that search marketing is becoming more mainstream? 2007 will be a
year of change and growth for the industry, but based on what happened in search
in
2006, we should be in for another interesting year. |
enquiro research
Jody Nimetz