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09:52 9th April 2010
vSearch engine marketing (SEM) is the most competitive form of digital marketing, because it is "open to anyone", according to Jake Hird, senior research analyst at digital marketing and ecommerce community Econsultancy.
"Search marketing is like fishing in the sea, whereas most other traditional channels are like fishing in a pond – you know where you are", he said.
According to Mr Hird, SEM is "more complex" compared to other digital services like email, because the cost of email has not changed significantly in the last five years, despite being used by more companies.
His comments follow a report released late in March by the Search Engine Marketing Professional Organisation which said that the North American SEM market will increase by 14 per cent this year.
Also, WordStream announced earlier this week that nearly one-third of digital marketing professionals believe that keyword research is the second most difficult aspect of search engine optimisation and pay-per-click advertising.
Written by Hannah James
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