Search marketing “recession-resistant”

The search engine marketing sector might not be free from the effects of the global economic downturn, but it is “recession-resistant”, one commentator has claimed.

While many in the marketing industry may be sweating over reports about budget cuts, those in the search world should be able to sit - relatively - comfortably.

According to a new report from David Hallerman, senior analyst at eMarketer, the growth of search marketing spending is slowing, but is still positive.

The year 2007 saw an increased spend of 29.5 per cent, while 2008 was down to 21.4 per cent - but Mr Hallerman predicted that, while the rate at which spending increases will slow, it won’t contract.

“In order to survive, companies have to maintain an online presence. Search is an essential tool for driving traffic to the company’s site,” he explained.

Mr Hallerman isn’t the first to predict a good 2009 for the industry.

Last month, ZenithOptimedia estimated that the online advertising sector as a whole will see growth over the next 12 months.