The survey of 201 b-to-b paid search and search engine optimization professionals found that 85% view tracking competitor search engine marketing tactics and performance to be an essential part of running a successful search marketing campaign; 69% said that they â€śactively monitorâ€ť competitor search engine rankings, keywords and other information, and look for changes.
However, the survey found that monitoring the competition does not affect online marketing budgets. Just 36% of respondents said that competitor activities have an important impact on their online marketing budget, while nearly one-quarter of those that actively track competitors online said competitor activities have no impact at all on their budget.
â€śFor most b-to-b search marketers, larger budgets follow solid results rather than simply reflecting the scale of the competitive challenge,â€ť said Ben Hanna, VP- marketing at Business.com, in a news release. â€śBeing effective in b-to-b search marketing today means understanding the competition, making the right keyword choices and choosing the combination of general search engines and specialized business search sites that deliver the best return.â€ť