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: 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.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook

    January 12, 2018 John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Once again, Forrester partnered with Internet Retailer 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 B2C Marketing Professionals

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

    ForecastView Document

    January 3, 2018 Brandon Verblow

    With half of every dollar spent on digital advertising going toward search, it remains the most crucial channel for marketers to get right. It is a maturing category, with demand for paid ads via search engines humming steadily. But when we take a peek under the hood, it becomes apparent that the gears driving this market are shifting furiously as marketers seek to reach users on a growing roster of devices. To assist marketers with this mission, our forecast includes an analysis of the shifts in US search users, volume, and spending across PCs, tablets, and mobile phones as well as spending across 12 industry verticals.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Search Marketing Forecast, 2017 To 2022 (EU-17)

    ForecastView Document

    January 3, 2018 Brandon Verblow

    With half of every euro spent on digital advertising going toward search, it remains the most crucial channel for marketers to get right. It is a maturing category, with the demand for paid ads via search engines humming steadily. But when we take a peek under the hood, it becomes apparent that the gears driving this market are shifting furiously as marketers seek to reach users on a growing roster of devices. To assist marketers with this mission, our forecast includes an analysis of the shifts in search ad spending across PCs and mobile devices as well as 11 industry verticals in 17 European countries.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Search Marketing Agencies, Q4 2017

    The Top 12 Providers And How They Stack Up

    October 31, 2017 Collin Colburn

    In our 25-criteria evaluation of search marketing agency providers, we identified the 12 most significant ones — 360i, Acronym, Catalyst, Forward3D, iCrossing, iProspect, Merkle, Mirum, Neo@Ogilvy, Performics, Rise Interactive, and Wpromote — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

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Analysts Who Cover Search Marketing

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