MediaDailyNews 10-27-04

MediaDailyNews 10-27-04: "Only one-quarter of active search marketers can be classified as sophisticated, according to JupiterResearch's second semiannual search engine marketing survey.."

Key Findings
Nate Elliott, author of the report... said, that approximately 150,000 of the 200,000 marketers utilizing paid search are not bidding, tracking, measuring, or expanding their keyword lists effectively, if at all.

50,000 "sophisticates" are more likely to be large marketers...

33 percent of sophisticates have total marketing budgets that exceed $1 million

Sophisticates ... buy more keywords and advertise on more search engines

39% sophisticates buy 1,000 or more keywords per month, compared to 14% of unsophisticates

sophisticates use an average of 3.8 search engines for search engine marketing campaigns, compared to 2.7 for unsophisticates

sophisticates are more likely to hire search engine marketing firms than unsophisticates due to the manpower and resources required to maintain large, expanding search engine marketing campaigns.

For unsophisticates, Elliott concludes "the most basic and most important thing" for them to do is to track and measure their search engine marketing campaigns.