British marketers 'most likely to prioritise SEM in downturn'

UK-based marketers are more likely to prioritise search engine marketing (SEM) during the financial downturn than those elsewhere in Europe, a new poll has suggested.

Undertaken by Efficient Frontier, the survey of 300 marketers in the UK, Germany and France found that almost eight in ten British respondents viewed SEM as a top three priority marketing strategy, reports New Media Age.

Overall, 98 per cent of marketers said they believed online marketing was a crucial tactic to turn to during a recession, while 87 per cent made the prediction that spending on internet advertising will grow at the same rate in 2009 as it has in 2008.

"It's pleasing to see these survey results reflecting a positive story during this current economic environment," stated David White, general manager at Efficient Frontier Europe.

According to eMarketer, UK online ad spending will rise by 27.1 per cent this year and 17.2 per cent in 2009.