Search Marketers And Online Budgets

    September 14, 2007

For business-to business search marketers, receiving better search rankings than the competition is important. However around two-thirds of B2B search marketers said that the competition they face has little to no impact on the size of their online marketing budgets, according to a new study by

The survey found that 85 percent of respondents view tracking competitor search engine marketing tactics and performance to be an important part of running a successful search marketing campaign. Sixty-nine percent of respondents said that they "actively monitor" competitor search engine rankings, keywords and other information, and look for changes over time.

In addition the survey found that 77 percent of respondents said competitors have an important impact on the paid search marketing keywords they buy. Seventy-five percent said competitors have an important impact on they keywords they target for search engine optimization and 65 percent said competitors have an impact on the sites on which they advertise.

Only 36 percent of respondents said that competitor activities have an important impact on their online marketing budget, and around one-quarter of those who actively track competitor’s online said competitor activities do not affect their budget.

"B2B search marketing is a competitive, dynamic arena," said Ben Hanna, vice president of marketing for

"While seeing a competitor ahead of you in search engine rankings can be a rallying cry for improved search marketing within a company, it’s not clear that this is enough to unlock a larger budget for search marketing agencies, consultants or campaigns."