Forrester Research reports Europe’s search engine marketing investments will exceeds €8 billion in 2012.
Search spending will soar with 80% growth in the next five years as marketers use search marketing to alter their customers’ buying decisions, forecasts the independent technology and market research company.
In 2012, Forrester expects search investment in Europe to top €8.1 billion, up from today’s spend of €4.5 billion. Paid search is expected to uphold the largest share of investment.
“Marketers will continue to like performance-based media buying,” suggests the organization. “Over the next five years, as broadband and e-commerce expand, search marketing investment will double in 12 of the 17 European countries tracked.”
Forrester also reports European e-mail marketing spend will hit €2.3 billion in 2012.
In fact, European online consumers get almost twice as many commercial messages as work-related or personal e-mails, reports Forrester’s Senior Analyst Rebecca Jennings.
She notes: “Even though many of them delete the marketing e-mails unread or have spam filters, e-mail remains a strong marketing channel.”
Over the next five years, Forrester estimates that the volume of these messages will double, with the value of the market increasing from €1.5 billion in 2007 to €2.3 billion in 2012.
Concluded Jennings: “Marketers will use more sophisticated targeting, messaging, and analytics to engage the critical consumer.”
Editor’s note: PricewaterhouseCoopers recently reported on online spending in Canada, Asia and Latin America.
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