Marketing Pilgrim's Reputation Channel

Marketing Pilgrim's Reputation Channel is sponsored by Trackur.

First Estimate for Growth of Search Engine Reputation Management Industry

Every time I speak with a journalist about the online reputation management (ORM) industry, I’m often asked “How big is the industry?”

You know what, I don’t know.

However, when it comes to Search Engine Reputation Management (SERM)–which is a component of ORM–I have a better feel for the amount spent in the space.

So, in light of the complete lack of “estimates” for the SERM space, I–well actually Trackur–have put together the first ever estimates for the size and growth of SERM.

Here’s the estimate:

As you can see, the estimate for SERM spend is a conservative $100 million in 2008. This includes all spending on reputation management within the search engines. That means it includes specific SERM campaigns, as well as the amount spent on SERM as part of a regular search engine optimization effort.

The estimate calls for 40%+ growth in 2009 and 2010–just take a look around at all the new companies popping up that specialize in SERM–with a decrease in growth by 2011. Why the slow down? By 2011, companies will have learned more about online reputation management, meaning they have fewer Google crises to clean-up.

Now, I’ll say it for you, this is just our estimate. But, then again, it’s as good as the many other industry estimates that get thrown around. The good news is you now have something to share with your boss, or the next conference you speak at. And, it will be more than sufficient for the next year or so–until someone else releases data based upon actual numbers, as opposed to estimates.


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