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European Search Marketing to Be Up By 65%
(rt) Good times ahead for SEO/SEM agencies focusing on the European market, it seems: Vunet’s Robert Jaques quotes a Forrester Research report expecting European Internet search marketing to achieve €1.4 billion in 2005, constituting a 65 per cent increase compared to 2004. By 2010, spending is project to rise to almost €3 billion, up from €856 million in 2004.
Not all’s equal in Europe, though: the UK is the largest online advertising market in Europe and should grow to over €1 billion by 2010. Second comes Germany with an approximated €165 million in 2004, but is expected to slow down to about €399 million by 2010. Next comes France – apparently the French are intent on making good on their hitherto fairly sluggish embracement of digital technology. Their search market share by end of this year it predicted to reach 19%, with an estimated 31% in the offing by 2010 – a growth market by any definition. Good news for Dutch SEO/SEM agencies, too: with search marketing expected to account for 40% of overall online advertising, you can well call it a boom environment.
Paradoxically, however, Forrester expects search marketing’s share in online advertising to actually decline by 2007 due to rising consumer mistrust of paid listings, prices of keywords sharply on the rise and rich media ads vying for surfers’ Euros. Nevertheless, it seems this cake is still huge enough to accommodate more than a few smart SEO/SEM artists.
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