Challenges for search marketing channel in 2012-2014

According to a 2012 Forrester' report, search marketing companies have faced major problems which can be broken down into three categories. First advertisers are confronted with inflated fees and lack of qualified search marketing talents. Second advertisers have a hard time to keep up with algorithm and changes. Third, advertisers have struggled with new search interfaces (voice, touch, etc).

To address these challenges, marketers are looking for a "one stop shop" search agencies to come up with an end to end and integrative multichannel marketing solution. Furthermore, marketers need a social media listening platform for SEO coupled with analytics to understand the sentiment pattern and trends. Despite the increasing demands on marketers, they also need to reduce cost through SEO automation tools.

Some marketers are also looking into muti-channel touchpoints to reach customers. According to a survey many large organizations with marketing budget used both SEO and mobile paid search effort daily to improve marketing campaign reach.

Below is a chart that highlights the biggest search marketing challenges in 2012-2014.

For the complete Forrester report, visit http://bit.ly/17eXlba