A study examining the future of search and marketing
The Digital Future report, produced by Econsultancy in collaboration with DeepCrawl, is based on a survey of 366 professionals in marketing, data and technology. The study examines the value of SEO and organic search in striving for top digital performance, in the specific context of the increased importance of digital channels since the onset of the pandemic. Despite CMOs and marketing leaders seemingly recognizing this value, the study finds a performance gap showing up in organizations failing to make search a strategic priority. Based on the responses of marketers from top-performing organizations, the report looks at strategies to successfully incorporate SEO into achieving wider marketing goals, the challenges frequently experienced by respondents, as well as approaches to overcome these barriers. Finally, the report looks to a future in which competitive CMOs will be digital-first, using search to their advantage to ensure stand-out digital experiences.
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