Search engine marketing is the future of advertising. Healy Consultants recognises the growing significance of website marketing to a company's advertsing campaigns, and our search engine advertising strategies are geared to take advantage of this trend. The following is an overview of the industry, and how it is changing the face of advertsing forever. We predict that the search engines will be the preferred method for global Internet users to find products and services in future. Consequently, every commercial business will need a website to attract customers.

1.

Print advertising is becoming more and more ineffective as the internet has become a one-stop tool, with revenues on a downward spiral. According to the Newspaper Association of America's 2009 Advertising Expenditures Report, since 2005 print advertising revenues for US newspapers have plunged over 47%. Online advertising revenue on the other hand has increased by 26% for the same period. These figures strongly suggest search engine advertising will be among the world's most powerful advertsing mediums.

2.

Search engine marketing provides unrivalled exposure in growing global markets when compared to traditional print media. In 2009, an estimated 1.73 billion people worldwide use the Internet (25% of the world’s population). 41% of all Internet users are in Asia, followed by Europe (28%) and North America (16%). Search engine marketing is THE best way for international companies to penetrate global markets.

3.

Search engine marketing revenues continue to grow. According to a report by the Interactive Advertising Bureau and PricewaterhouseCoopers, global Internet advertising revenues totaled $22.7 billion during 2009. Due to the global recession overall revenues were down 3.4% from 2008, but Q4 2009 showed a return to pre-recession growth. Revenues for Q4 2009 totaled $6.3 billion, a 13.8% increase on Q3 2009 and a 2.6% increase on Q4 2008.

4.

Print directories such as Yellow Pages will become less popular, as will advertising in print editions of newspapers and magazines, as search engine advertising grows.

5.

Healy Consultants keeps abreast of the latest trends to ensure our clients receive the most up-to-date search engine strategies. For example, our marketing staff closely follow Google policies to ensure that techniques applied are Google recommended or approved. Therefore ensuring that your website will become search engine friendly and effective; leading to a highly ranked and successful business website.

6.

Google accounts for 85% of total search engine usage, while Yahoo accounts for 6% of total usage. In our opinion Google will continue to be the dominant search engine for most global users, and search engine advertising and search engine advertsing strategies will be implemented based on this expected trend.

7.

Google is ranked as the top search engine in the APAC with a 44.1% share and with nearly 17 billion searches on its sites. Chinese search engine Baidu followed with 8.2 billion searches and a market share of 21.3%. Finally Yahoo ranked third with 5.3 billion searches with an average market share of 13.8%. Apart from NHN, other search engines like Microsoft, Lycos and Alibaba had less than 3% market share each.

8.

Asia Pacific internet search activity has increased by 33% in the 12 months leading up to September 2009, compared with the same period in 2008. ComScore's analysis shows that 38.6 billion searches were made between September 2008 and September 2009, with an average of approximately 88 searches per person across the region.

9.

Will Hodgman from com Score Asia Pacific proclaims that competition with local and global brans will continue to intensify. As borders between brands dissolve it will be crucial for all brands to understand online behaviour and preferences when targeting the local audiencies with their marketing strategies.

10.

Google is also the market leader in Australia (83.4%), India (89.1%), Malaysia (71.1%), New Zealand (80.5%) and Singapore (72.3%). Yahoo on the other hand is the market leader in Hong Kong with 58.9% market share and Taiwan with a 65.4% market dominance.

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For more information on search engine marketing, email email@healyconsultants.com or call us in Singapore at (+65) 6735 0120.

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