The Internet Advertising Bureau (IAB) has found that search advertising is still not being fully integrated into the marketing mix.
The new survey compiled by the digital marketing trade association, entitled the Search Marketing Barometer 2010, shows that 99 per cent of UK advertisers believe there is greater opportunity to link it with the rest of their communications activity.
The comprehensive survey found that search largely remains the domain only of specialists: 60 per cent of companies surveyed admitted that no one outside of the wider digital marketing team would possess strong enough knowledge of how search can build a business.
The study also revealed that a majority of the companies are dissatisfied with the service provided by their website, with just 37 per cent thinking that the corporate website fulfils their marketing objectives. Most believe there is much room for improvement after consumers have clicked-through.
The IAB compiled the survey from the opinions of more than 140 senior level marketing executives at the top 100 advertisers in the UK, including Sainsbury's, British Airways, Proctor and Gamble and O2. They sought to gauge how advanced the executives were in their usage and understanding of search technology.
