$137.8B U.S. ad spend for top 200 advertisers
In September, Google rolled out Google Instant, which uses predictive technology to display search results as a user is typing keywords in the search pane.
“These developments and continued future moves in this direction will motivate marketers to make more frequent, targeted content updates on their sites and in social media in order to take maximum advantage of organic search,” said Slack and Co.'s Slack.
According to a survey last fall by BtoB and Business.com, 57% of b-to-b marketers said improving search results is a key goal of their social media efforts. As search technology continues to reflect immediacy in content, marketers will place even more emphasis this year on developing, distributing, tracking and optimizing the huge amount of content going out across multiple channels.