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Media Intelligence : 2008 Intelligence
search engine marketing Search Engine Marketing – A deeper consumer experience As search engine marketing continues to develop and evolve, marketers and business owners alike are trying to understand the vast and dynamic world of SEM. MT+S asks two industry experts for their insight into the increasingly competitive world of SEM, and why search needs to be an integral part of any digital marketing campaign. Christine Parfitt is the Principal of internet marketing and management services company Semfire. Willie Pang is the Head of Yahoo! Search Marketing for Australia and New Zealand. How would you rate the current performance of the industry? Willie Pang: The search engine marketing (SEM) industry has really exploded. From 2005 to 2006, the market grew 100% year on year. From 2006-2007, depending on which analyst you speak to, it grew somewhere between 60 and 80%. This year it is 12 MEDIA Trends + Strategy expected to growbetween 30 and 50% so it is still very explosive growth. I guess the top line facts and fi gures, depending on who you listen to, was that 2007 was the fi rst year that SEM spend overtook general display advertising. That is in line with what we are seeing in global trends. In 2007 we launched a new technology platform called Panama which was designed to help us catch up with the