Search Marketing

Also referred to as search engine marketing (SEM), this strategy is used by businesses and other organizations to increase their relevancy ranking in key consumer search engines. Coverage includes mobile search.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: Six Things Brands Must Do Online To Improve Sales

    Follow Forrester's eCommerce Enablement Framework To Grow Presence And Share

    February 12, 2019 Sucharita Kodali

    Brands are now generating a hefty percentage of their overall revenues through eCommerce, often on websites other than their own. To ensure that other retailers and digital business professionals are presenting a brand and its products accurately, comprehensively, and positively to prospective shoppers, this report presents a framework for brands to use content management best practices.

  • For CMO Professionals

    REPORT: The US Digital Marketing Forecast, 2018 To 2023

    Diverse Budget Priorities Will Boost Spend To Nearly $150 Billion

    February 7, 2019 Shar VanBoskirk, Brandon Verblow

    By 2023, CMOs will spend nearly $150 billion on search marketing, banner and outstream advertising, instream advertising, and email marketing in the US. Paid search will lose share to shopping and voice search; programmatic banner buys will retrench; television innovation will drive instream growth; and email will woo B2B adopters. These changes reflect budget priorities that vary by marketer sophistication and digital marketing experience. Growth will improve workplaces, agency relationships, and retail outlets.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    December 7, 2018John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Forrester partnered with B2BecNews to survey B2B digital business professionals to understand B2B budget and spending plans; feature, function, and site component priorities; and site measurement and metrics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retailers: You're The Next Media Moguls

    Media Networks From Commerce Companies Are Growing And Transforming Shopping

    December 5, 2018 Sucharita Kodali

    Amazon is now the most publicized case study of successful media networks. But other companies like Best Buy and Walmart have also quietly built profitable and rapidly growing ad businesses over the past few years, and they are likely to take share from digital incumbents in the years to come. By serving onsite ads to their customers at relevant moments, digital business professionals and commerce companies deliver a superior customer experience while also cultivating a rapidly growing new revenue stream with healthy margins. Over time, we expect these types of ads to be more prominent in stores, as well.

  • For B2B Marketing Professionals

    REPORT: B2B Marketers Fail At Paid Search

    When Most Purchases Start With A Search — This Is Something You'll Want To Be Good At

    October 25, 2018 Collin Colburn, Meredith Cain

    If you are a B2B company, you are likely failing at search or at least have a lot room for improvement. This is a problem, considering most B2B purchases start with an online search. Forrester applied its search marketing review methodology to more than 100 paid search ads in five industries across B2B: technology, insurance, financial services, manufacturing, and healthcare. The majority of the ads we reviewed failed, and all industries have substantial room for improvement. This report helps B2B marketers better understand how to improve their paid search efforts.

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