For Interactive Marketing Professionals

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	September 4, 2007 Europe's Search Engine Marketing Investment Exceeds €8 Billion In 2012 Search Will Continue To Capture Half Of All Online Marketing Spend by Mary Beth Kemp with Rebecca Jennings, Jaap Favier, Shar VanBoskirk, Ashara Giordanelli

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Executive Summary

Search spending will soar with 80% growth in the next five years as marketers use search marketing to alter their customers' buying decisions. In 2012, Forrester expects search investment in Europe to top €8.1 billion, up from today's spend of €4.5 billion. As it does today, paid search will capture by far the largest share of investment. Marketers will continue to like performance-based media buying. Over the next five years, as broadband and eCommerce expand, search marketing investment will double in 12 of the 17 European countries tracked.

TABLE OF CONTENTS

• Search Marketing Is A Killer App For Reaching Internet Users
• Search Spending Will Soar With 80% Growth In The Next Five Years

WHAT IT MEANS

• Networks Will Be Key For Search
• Supplemental Material
• Related Research Documents

This is an excerpt

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