The Internet Marketing SEO Market in Europe

According to the last Internet Marketing research made by McKinsey (made by May 2009 conducted by Sarah Monroe, David Sinclair, and Tobias A. Wachinger), online sales have been growing in Europe, this research say it is rising up to 31 percent in the following countries: Netherlands, France, Germany and United Kingdom in spite of the retailers struggling hard to navigate in the middle of the current hard conditions of external factors. We should be positive no matter what and I will share reasons why we must adopt that attitude.

This whole external factor has not touched online activities as it is actually doing with the offline field. Internet sales will continue to grow in the next few years, there is a kind of optimistic approach in all the ways as McKinsey says in a more recent report mentioning last December, this month was a good month for UK online sales for example and they were up by 30 percent, making a comparison with those in previous years all this in spite of sales in stores had fallen by 1.4 percent as British Retail Consortium figures show in their last data.

Based on this information is quite necessary Internet Marketing companies in Europe start reinventing this work, according to our opinion first step is to understand the levels of broadband penetration and very important is to have a more in depth all inclusive understanding of the shopping attitudes that differentiate European retail markets.

Forrester made another research, a “European Online Advertising Through 2013” report on European online advertising, there they say growth on online ad spend will be slowing to 10 percent in 2009 and this down to a 30 percent annual growth in 2007.

Despite the somewhat apparently gloomy forecast however, Forrester’s data analysis approach and result is in a way optimistic compared with recent predictions from their competitors such as WPP’s GroupM, Enders Analysis, and E-Consultancy, all these have forecasted a under 10 percent year-on-year growth.

According to my opinion, some great ideas would be buying up inventory at low prices and apply targeting to it, this would create a kind of what I call a malleable soft-corporate-platform prone to be reshaped when necessary, when needed without having a high budget. There are so many tools and strategies that are really underestimated and under-used, these tools are related to social networks for example but also ad optimization as well, I think is necessary to look for good-value instead of abandoning the arena and just cutting expenditures and striving to a wearing a low inventory suitcase.

Efficient customer’s conversations and its correspondent channels improvement is one of the best tactic to be undertaken, I have seen positive numbers in the cash flow of renown big companies using Facebook or Twitter for example, wonder why Tesco, General Motors, Ford Motors, Home Depot, Whole Foods and many others are making money by doing so? Imagine every Tweet is a free in feed ad so to speak to be directed to any segment and if you lead and engage by subscription and later on SMS advertising if you want to.

If we compare the SEO market in Europe or US we must say there are not so many things to differentiate except most of the tools to be used are in English and most of the learning is based on English keywords but of course this seems to change. According Nicolas Folgehom the SEO market growth around the world is 12 % in USA. The rest is PPC. He says is lower in Europe, although in general the percentage growth is rising up, there is also a problem and is most companies doesn’t know pretty much about this or undervalue it, my opinion goes that this is growing in Europe in ways we never imagined one of those key drivers are for example cost-effective campaigns, PPC or organic presence by using social ads that increase traffic for example, companies should create in-house SEO team or include them in the Marketing department for example.

SEM and SEO jobs in Europe for example is another indicator of European reality as since October 2007, SEO jobs increased 63% and SEM jobs decreased 30% and in general Internet Marketing jobs decreased 38% according to Simply Hired, a silicon valley based SEO consulting company.

The challenge should be undertaken with style, there is nothing to lose if CEOs of these corporations have the right mindset either for their own efficient self management than for the whole corporation per se.