On Wednesday, gShift published the results of a recent survey of more than 700 digital marketers.
The findings indicated that a majority of respondents plan to increase their search marketing spend across desktops and mobile in 2015.
Spending will continue to climb even though marketers still struggle with measuring performance and results.
Among the key findings shared with MMW include:
- Three out of four companies plan to increase 2015 search marketing budgets: 70 percent of survey respondents indicated search marketing budgets will increase in 2015, while 25 percent said budgets will stay the same and only five percent claimed their search marketing budgets will decrease.
- Digital marketers struggle with measuring performance, results and outcomes of digital marketing efforts: Only 10 percent of respondents cited they are able to measure their digital marketing efforts and investments through the entire sales funnel.
- Digital marketers are still not thinking mobile-first: Almost half of the survey respondents reported incorporating mobile strategies into both their search engine optimization (SEO) and pay-per-click (PPC) campaigns, while a staggering 30 percent of the respondents said they were not considering mobile use at all in their search marketing strategies.
“Measuring performance and integrating mobile strategies is an ongoing challenge for most digital marketers. With these survey findings, it is safe to say measuring performance, results and outcomes of digital marketing efforts and investments is still something all digital teams struggle with at some level,” says Krista LaRiviere, CEO of gShift. “This represents a significant opportunity for the industry to apply strategic, tactical and technical tools to measure performance and help prove the value of digital marketing investments.”