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 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.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Search Marketing Forecast, 2017 To 2022 (Global)

    ForecastView Document

    March 2, 2018 Brandon Verblow

    With nearly half of every dollar spent on digital advertising going toward search, it remains the most crucial channel for marketers to get right. To assist marketers with this mission, our forecast includes an analysis of the shifts in search ad spending across PCs and mobile devices in the US, the UK, Germany, France, Italy, Spain, the Netherlands, Sweden, China, India, Japan, South Korea, and Australia. It also includes broader regional estimates of search ad spending in North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa.

  • For B2C Marketing Professionals

    REPORT: Holiday 2017: Amazon's Future In Advertising Begins

    February 28, 2018 Collin Colburn

    Amazon is moving into seemingly every industry imaginable, and advertising is one of them. The eCommerce giant is poised to take on ad titans Google and Facebook to upend the advertising duopoly. The most recent holiday season was the first real test at how well Amazon was able to woo advertisers to its platform. This report looks at how B2C marketers spent ad dollars on Amazon during holiday 2017 and how Amazon's ads business is meaningful to the company's future growth potential.

  • For B2C Marketing Professionals

    REPORT: Paid Search And SEO Shouldn't Be Your Only Discovery Tools

    Marketers Must Look Beyond Traditional Search To Capture Prospects' Attention

    February 5, 2018 Collin Colburn

    Customers discover new products and services in many ways, but marketers tend to think only of search, and only on Bing and Google. This report helps B2C marketers think through all the possible places their customers may research and how to prioritize those channels.

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Analysts Who Cover Search Marketing

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