Why Companies Made Major Marketing Shift in 2010 (free whitepaper)

SEO.com Marketing Shift Whitepaper
SEO.com releases whitepaper outlining a radical change in marketing spending across the country, and identifies the return on investment for search marketing.

SALT LAKE CITY – In this ever-changing digital age, marketing has made a momentous change. Companies of all sizes are shifting advertising and marketing budgets from traditional strategies to search engine optimization and other forms of online marketing.

“When we look at the numbers out there, it’s very revolutionary,” said Nelson James, president of SEO.com. “What used to be the main strategy for marketers has taken a back seat.”

Forrester Research said marketers spent $26 billion in 2010 in Internet marketing, which rivals all spending on cable/satellite TV and radio. Search Engine Marketing Professional Organization (SEMPO) said nearly half all companies have decreased spending on traditional areas and are investing more in online marketing.

“We started investing in SEO for the first time this year, and the payoff has been tremendous,” said Sarah Huizingh, marketing manager for Spillman Technologies, a company that specializes in public safety software. Huizingh said Spillman took money out of the print advertising budget to invest in SEO.

Traditional strategies that are taking the biggest hit include print and direct mail. A recent SEMPO survey reported that 49 percent of companies are shifting money from their print advertising budget and putting it toward search engine optimization services, pay per click management and social media marketing. In 2010, 36 percent moved money away from their direct mail budget and 17 to 24 percent of companies made a similar shift away from conferences and exhibits, yellow page ads, and TV and radio ads.

So, what are the reasons for this change in behavior?

“It really comes down to three things,” James said. “Especially in a poor economy, people are looking for marketing solutions that target their demographic better, are highly measurable and show how each spent marketing dollar makes money.”

Strategies like SEO and PPC target customers at the moment they want to buy. Social media has the potential to engage millions of customers. Through analytics, marketers can accurately track where customers come from, how long they stay on a site, what campaigns bring in the most sales and more.

On average, SEO.com clients that have been doing search marketing for six months or more, receive an average return on investment of nearly 2,500 percent – or the equivalent of receiving $25 for every $1 spent.

“Online marketing enables companies to track each spent penny and is proven to deliver a really big ROI,” James said. “It’s probably the biggest reason why more are shifting their marketing budgets. As a result, traditional advertising is getting the leftovers of the marketing budget.”

For more detailed information, images, graphs and statistics about this shift in the marketing world, and the average ROI of 2,500 percent, read the whitepaper “Shift: From Traditional to Online Search Marketing” here: Shift_Whitepaper

About SEO.com
SEO.com is a SEO firm that delivers a big ROI for its clients by driving traffic to their websites through aggressive search engine optimization, pay per click advertising, and social media marketing. SEO.com then turns those visitors into sales through user-friendly design and conversion optimization. Clients range from small startups to Fortune 100 companies.

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  1. says

    Yes i agree with you on most of the points, PPC and SEO can be measured for every $ you spent while print media have no direct measurement for ROI, thats why more people are shifting budget to Online Marketing as Compared to Off Line Print Media

    SEO and PPC has some great benefits over traditional media like, a newspaper advertisement can have a very short shelf life – a day or less, whereas a correctly promoted website can be visible for months or years without any extra money. So i think online marketing is the affordable way to tell the world about your business and people who find your site through SEO or PPC tend to be much more educated and more motivated to buy from you.

  2. says

    Kevin, good comment. The tools to spread the word have changed dramatically. Traditional marketing still has its place, but online search marketing has given marketing and public relations pros an array of tools to reach a broader audience than ever before. These changes are a good thing for all marketers.

  3. Allen Resha says

    Just wanted to say great post and also great job on the Whitepaper! I frequent many of the top SEO blogs and today’s post really inspired me! I am starting a LOCAL SEO company called VA Beach Marketing Labs. For me to be successful in what I do I have to keep up to date on what is happening in not only the marketing industry but specifically SEO and SMO. This article is really powerful. I am using some of the knowledge I learned in blog my post today. I have included the proper citations and also a backlink in the post. I will also be adding your site to my resources page that I will be posting soon.

    I just wanted to say GREAT JOB! I know we both do the same line of work, but I am all about information sharing! And I don’t steal content so I wanted to thank you for the information in a clear concise manner. The only items that I will be using in my post are figures that were compiled from other sources.

    Great Post!


  4. Ace says

    It really comes down to three things,Especially in a poor economy, people are looking for marketing solutions that target their demographic better, are highly measurable and show how each spent marketing dollar makes money.”

  5. Jason says

    Smarter, more targeted marketing, that can be tracked and analysed is always a much better choice. Once he numbers are layed out – the 2500 return is very compelling.

  6. StevenH says

    Companies are finally realizing that search optimization isn’t just snake oil when implemented properly. Nice article- Thanks

  7. Calvin Murrill says

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