Online marketing expert Kevin Gibbons has warned marketing executives that their services will soon become obsolete unless they embrace the phenomenon of SEO.
Search engine optimisation (SEO) is fast becoming an indispensable aspect of any company’s online marketing strategy, Mr Gibbons – who is the founder of UK search agency SEOptimise – wrote on the Search Engine Watch website.
He noted that some professionals working in marketing were still not waking up to the immense potential of SEO, regarding it merely as a technical feature of their websites.
Mr Gibbons asked “how many marketing managers have you heard say: ‘Oh, our IT department deals with that,’ when you ask about their SEO campaign?”
“Although this is becoming less common, such short-sighted marketers still exist, but their way of thinking will make them commercially defunct within just a few years.”
His warning was echoed by Idea Taxi’s director of search engine optimisation Sam Tilston, who went on to predict that online marketing experts will see demand for their services surge over the next few years, as SEO-based marketing mushrooms across the globe.
“The SEM industry is consistently experiencing double-digit growth annually,” Mr Tilston pointed out, before adding that the sector is set to grow even further thanks to online advertising systems like pay-per-click, which allow companies to calculate the exact amount of revenue gathered by SEO marketing.
His predictions certainly seem to be coming true in the USA, according to a recent figures published by market intelligence firm International Data Corporation (IDC). These indicated that SEO advertising was on course to deliver the largest increases in revenue across the North American online advertising market over the next five years.