• Marketing, Monday, May 12, 2008 12:45 PM

While the European search market hasn't quite caught up to the U.S. in terms of spending, recent reports show that the practice of search is gaining traction in the U.K. and Ireland, among other countries.

For example, a study presented at the Search Marketing World 2008 conference in Dublin found that 83% of Irish Internet users said they search every day, and 52% said they searched several times daily. Their engines of choice? Google took the top spot, used by some 96% of searchers, with Microsoft and MSN following up with 24% and 10%, respectively.

According to Ailing McMahon, these figures bode well for the search marketing industry in Ireland--and she gives an overview of the various strategies for developing effective campaigns that were discussed at the conference, including social media and correlating search and offline channels like TV.

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