Posted by: Jessica Shepherd, Project Manager

Can search engine marketing (or SEM) continue to sustain itself in the current economic slump? Here’s what some industry experts have to say…

A recent issue alert from BtoB Magazine reveals how search engine marketing remains strong despite the economic downturn. A new Covario study shows 32% growth for Q3 year over year for paid search in North America, while Forrester Research projects that paid search will grow 26% this year alone. Evan Andrews, an interactive marketing analyst with Forrester, said, “Because of its inherent accountability, search offers a safe haven for marketers and advertisers who are pushed by the recession to meet some pretty aggressive goals. You can track every cent and every click.”

Considering the current state of the economy and how some marketing budgets are being cut, it’s more important than ever for marketing tactics to be measurable. Take a glance at how digital tactics are affected during a recession in this MarketingSherpa chart:

My take? It’s no coincidence that advertisers are utilizing lower cost, measurable digital marketing tactics to maintain visibility and customer relationships. It’s critical to engage with smart marketing tactics that provide the best ROI for your business. That’s the bottom line.