DoubleClick believes search engine marketing has great potential

Search engine marketing is the fastest growing area of the online advertising market. This is the conclusion reached by DoubleClick in the study "The European Search Engine Marketing Landscape 2006" published on Tuesday. The provider of marketing solutions for media agencies surveyed experts from the European advertising industry for the study, including publishers, creative agencies and the Interactive Advertising Bureau. According to the study, more money is invested in search engine marketing than in conventional online ads. The UK dominates the market with 44 percent. France is the fastest growing market and there is still a lot of untapped potential in Germany. According to the study, techniques to achieve the best possible positioning in search engines are still not very widespread in Europe. Agencies and clients do not yet fully understand the technology, although it is just as important as search engine marketing itself. Experts see enormous potential in this, which has not yet been exhausted. In the longer term, however, the European market will adapt to the American market. European marketers need to pursue a long-term strategy that takes into account both paid and natural search.