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 B2C Marketing Professionals

    REPORT: The Forrester Wave™: Search Engine Optimization (SEO) Platforms, Q3 2018

    The Seven Providers That Matter Most And How They Stack Up

    August 8, 2018 Collin Colburn

    In our 23-criteria evaluation of SEO platform providers, we identified the seven most significant ones — BrightEdge, Conductor, Moz, Searchmetrics, SEMrush, seoClarity, and Siteimprove — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

  • For B2C Marketing Professionals

    REPORT: Forrester Analytics: Mobile Advertising Forecast, 2017 To 2022 (Europe)

    ForecastView Document

    July 13, 2018 Brandon Verblow, Meenakshi Tiwari

    Mobile is the preferred device for consumers on the go, which makes it a crucial tool for marketers who want to influence their target group. This report focuses on how mobile ad spend is performing vis-à-vis overall digital ad spend, how mobile ad spend varies across three channels (online display, paid search, and social media), what to expect in future, and what is driving those changes. Our forecast looks at mobile ad spend across seven countries in the region: the UK, France, Germany, the Netherlands, Italy, Spain, and Sweden.

  • For B2C Marketing Professionals

    REPORT: Forrester Analytics: Mobile Advertising Forecast, 2017 To 2022 (US)

    ForecastView Document

    June 26, 2018 Brandon Verblow, Meenakshi Tiwari

    Mobile advertising is a crucial tool for successful marketers as mobile moments play an increasingly prominent role in consumers' decision-making processes. It is partly for this reason that mobile ad spending growth continues to outperform overall digital ad spending. Marketers therefore need to understand how to allocate their digital ad budgets effectively on mobile. This forecast discusses how marketers' spending on mobile varies by channel and the factors that will drive growth in these channels — online display, paid search, and social media.

  • For B2C Marketing Professionals

    REPORT: The Five Search Marketing Trends To Know In 2018

    April 5, 2018 Collin Colburn

    Search marketing is a major part of a digital marketing strategy and it's important that B2C marketers know the trends affecting it. Forrester recently partnered with the Search Engine Marketing Professionals Organization (SEMPO) to survey marketers on their current challenges and opportunities. This report summarizes the five key trends learned from that data.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Data Brief: Retailers' Options For Digital Marketing Spending Are Growing

    ForecastView Document

    March 7, 2018 Brandon Verblow, Susan Wu

    US consumer online retail spending will grow by 55% in the next five years. Retailers are increasingly thinking about how their eCommerce and digital marketing channels work together as a part of their overall strategy. While traditional channels like Google search remain dominant, their gradually eroding market share is a sign that the universe of marketing options is expanding. In this data-driven report, we highlight how consumers' shopping habits are changing the way retailers allocate their digital marketing spending.

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Analysts Who Cover Search Marketing

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