A July 2009 Forrester study forecasts that US budgets are set to double on search engine optimisation as well as pay per click. Indeed search marketing is set to take 59% of online marketing budgets.
The picture is even rosier for social media & mobile marketing.
My guess is that in Ireland, budgets will increase by even more but over a longer period of time.
Not too sure about their PPC forecast though. When you’ve companies paying £20 per click for “serviced offices london” for example, I’m not sure the margins are there to allow for “doubling” of PPC spend.
I don’t see any mention of “local search” – While it’s probably included under some generic heading, my guess is that this will be very massive indeed. Which is probably why Google etc are putting so much effort into that area now