Still unsure about whether to invest more of your marketing efforts in SEO during the Covid-19 pandemic?
Want to know why some brands have been increasing, instead of cutting, their SEO budgets amid all this uncertainty?
Let’s take a look at how the unique strengths of search engine marketing (SEM) have helped a few discerning businesses stay afloat while others have faced extinction. As you’ll see, SEM isn’t going anywhere — in fact, it’ll be particularly essential to businesses well after the pandemic ends.
The impact of Covid-19 on marketing spend
First, let’s take a look at what exactly happened to the world of marketing as the Covid-19 pandemic shut down entire countries worldwide.
Related: Want to Rank Higher on Google? Learn SEO Strategies From an Expert.
The panic surrounding the novel coronavirus early this year caused many businesses around the world to cut back their marketing and advertising spend. Given travel restrictions and lockdowns (as well as decreased spending in the wake of unprecedented furloughs and layoffs), shutting down or severely limiting Marketing functions seemed like the best way to “cut the fat” for many struggling businesses.
In fact, eMarketer predicted an 8.7–14.8% decline in search ad spend during the first half of 2020 (compared to the same period in 2019), while the World Economic Forum reported a 9% decline in ad spend across Europe by June, with the cut going as deep as 12% in some regions.
Meanwhile, a survey conducted by Marketing Week and Econsultancy on 447 brands across the UK revealed that only 7% of businesses realized the opportunity that lay in the crisis and increased their marketing spend. According to the survey, a further 29% of businesses planned to maintain their marketing budgets, while 50% wanted