Online marketing agencies NetBooster and Econsultancy have released their annual report on internet marketing practices. Though the study suggests that search engine optimisation (SEO) and social media spending will continue to increase, it seems that brands are still in the dark when it comes to effective and efficient digital marketing. That uncertainty can lead to increased risk, and is something that trademark counsel need to be aware of.

The UK Search Engine Marketing Benchmark Report surveyed over 300 companies in a range of sectors, as well as over 200 marketing agencies and consultancies, to highlight current trends in online spending and strategy.

Of the company respondents, 62% expect their spending on social media to increase over the next year, with 57% set to increase their investment in SEO and another 49% predicting a rise in paid search spend. Interestingly, the number of companies insourcing digital media has also grown, with over half of respondents handling SEO internally and more than two-thirds bringing social media strategy in-house.

As the research indicates, companies are increasingly recognising that online marketing is a crucial component of their brand offering. However, feeling that they understand what best practice is when it comes to engaging with their consumers digitally is another matter. Twenty-nine percent of companies surveyed feel that the biggest barrier they face to achieving successful SEO is their own lack of know-how. That is an increase of 13% on last year. The dramatic rise may be partly accounted for by Google’s updated search algorithm. Google’s search engine now uses the social connections of users – for example, Google+ profiles – to collect more personally relevant search results. This, along with the advent of other platforms such as Pinterest and StumbleUpon, means that SEO and social media strategies need to be closely integrated; but the NetBooster and Econsultancy report suggests that many brands suffer from a disconnect between the two areas, with 57% treating them as separate issues.

As brands continue to move into the digital space, the number of ways in which trademarks can be deployed to promote them and engage with consumers is growing fast. That means that it is not just marketing functions which have to keep up with the dizzying pace of development online.