New York, NY, February 28, 2006--JupiterResearch has said that 40% of search marketers are missing out by using only Google and/or Yahoo! for their campaigns.
According to a new JupiterResearch report entitled: "Engine Selection Strategies: Campaign Expansion Demands Management Tools" authored by Sapna Satagopan, marketers who possess better management technologies are the ones capitalizing on using a broader range of search engines. JupiterResearch is a leading authority on the impact of the Internet and emerging consumer technologies on business.
"Even though search engine usage by marketers has broadened in the past couple of years, marketers are still slow to test the newer search providers," said Sapna Satagopan, Research Associate at JupiterResearch. "Lack of management tools and relatively low traffic volume are the biggest deterrents," added Satagopan. In contrast, the JupiterResearch report reveals that one-third of sophisticated marketers find that adding new search engines drives up their clicks.
The JupiterResearch report also finds that only 19% of search marketers make the cut as "sophisticated"-- the ones using the technology to enable testing and expansion. "Increasing competition and rising keyword prices should motivate search marketers to look for newer, viable opportunities to diversify their incoming traffic," said Satagopan.
"Vertical search providers will play an important role in the paid search market in the next five years," said Zia Wigder, vice president and Research Director at JupiterResearch. "Search marketers must establish a robust management strategy and an efficient testing and inclusion process to profit from this growth," added Wigder. Wigder will be discussing these and other JupiterResearch findings at the Search Engine Strategies Conference in New York City on February 28.
The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com.
