The Future is Delivered (Again..At According To Optimistic Marketing-Press Release)

Microsoft and 24/7 Inc. Join Forces to Deliver the Future of Customer Service for Large Businesses
PRESS RELEASE
Feb. 7, 2012, 9:00 a.m. EST 

Microsoft and 24/7 Inc. announce agreement to combine the power of "Big Data" and natural user interfaces into a new enterprise cloud platform for customer service 

CAMPBELL, Calif. and REDMOND, Wash., Feb. 7, 2012 /PRNewswire via COMTEX/ -- Microsoft Corp. and 24/7 Inc. today announced an agreement to jointly bring the power of natural user interfaces (NUIs) and data analytics at cloud scale (Big Data) to enable the future of customer service for businesses. The agreement includes Microsoft merging its interactive self-service assets (clients, people and technologies) into 24/7 Inc. The agreement also includes an R&D partnership, long-term IP licensing and Microsoft taking an equity stake in 24/7 Inc.






Microsoft has pioneered the use of NUIs, including gestures and speech, across a broad range of devices, and the broad adoption of NUIs by consumers has changed the way people interact with technology, companies and one another. 24/7 Inc. is a leading innovator in harnessing the power of Big Data for customer service, using Internet-scale data and advanced analytics to help businesses predict customer preferences and deliver proactive, efficient and intuitive consumer experiences. With this agreement, Microsoft and 24/7 are combining technologies that span interactive self-service across mobile, Web and voice channels, Big Data analytics, and speech and conversational interfaces to create a next-generation cloud platform for customer service. The combined Predictive Experience (PX) platform will manage more than 2.5 billion speech and online self-service interactions annually, enabling large businesses to derive and apply insight and intelligence across these customer service interactions and delivery channels. With this combination, 24/7 Inc. will be positioned to generate total revenues of more than $250 million annually by delivering solutions and services that enable large businesses to anticipate consumer needs, simplify the consumer experience and learn from every consumer interaction.

"Microsoft is an industry leader in NUI and established natural, intuitive consumer experiences on mobile and entertainment devices," said Zig Serafin, general manager, Online Services Division at Microsoft. "From speech to touch to gestures, consumers expect and demand more natural and intuitive ways to interact with technology. This same demand will change how consumers interact with businesses, and it creates an inflection point for how people will expect businesses to provide customer service. "

Consumers today not only expect businesses to deliver service in more natural and intuitive ways but also expect these same businesses to be able to reach out and interact intelligently with them across a wide variety of channels, including on mobile devices, through social media, on the Web and even through the living room TV. This consumer expectation has created a key need for businesses to gather, analyze and gain insight by using Big Data to proactively anticipate and predict customer needs.

"The ability to exceed customer service expectations through Big Data analytics across all service channels offers unique value for businesses," said PV Kannan, CEO of 24/7 Inc. "By bringing Microsoft's interactive self-service technology together with 24/7 Inc.'s predictive consumer experience technology into one unified cloud platform, we will deliver solutions and services that truly enable businesses to differentiate through customer service."

Enterprises already working with Microsoft and 24/7 Inc. are applauding the solution and believe it will accelerate their ability to deliver more natural and intuitive customer service experiences, and this agreement will enable 24/7 Inc. to accelerate delivery of solutions and services for the future of customer service.

"24/7 Inc. and Microsoft are helping Avis deliver customer experiences in the way that customers want to be served," said Thomas M. Gartland, president, North America, Avis Budget Group. "We applaud the agreement between the companies that will harness the power of Big Data, apply advanced analytics to that data, and bring more intuitive experiences to customers. We see the future of customer service and are working together to lead the way."

"Today, consumers are engaging with businesses in more channels than ever with the proliferation of mobile devices and social media. As a result, their expectations of customer service are changing," said Daniel Hong, lead analyst of Customer Interaction at Ovum. "Enterprises that embrace these trends will uncover opportunities to deepen their relationships with customers and optimize their investments in customer-enabling technologies (such as self-service) across channels. We feel the PX platform, along with the partnership between 24/7 Inc. and Microsoft, creates opportunities for businesses to better anticipate their customers' needs, simplify their consumer experiences, and learn from every consumer interaction."

"United has been working closely but independently with 24/7 Inc. and Microsoft to improve customer service," said Martin Hand, senior vice president Customer Experience, United Airlines. "We believe this agreement will better position them to help us innovate across our service channels by leveraging Big Data and natural user interfaces. We look forward to working together to achieve our customer service goals

Additional Details

Microsoft will merge its interactive self-service assets (clients, people and technologies) into 24/7 Inc.'s PX solutions.

24/7 Inc. and Microsoft will forge an R&D partnership moving forward, and 24/7 Inc. will utilize Microsoft Tellme speech and natural language technologies for natural user experiences in customer service. 24/7 Inc. will also be integrating its solutions with Windows Phone, Bing and Microsoft Dynamics CRM.

Microsoft and 24/7 Inc. have also agreed to a shared technology road map and a long-term IP licensing agreement that provides broad coverage under Microsoft's patent portfolio for speech-related technologies.

Microsoft will take an equity stake in 24/7 Inc.

About 24/7 Inc.

24/7 Inc., ( www.247-inc.com ), the intuitive consumer experience company, provides software and services that make life simple for consumers to connect with large companies to get things done. 24/7's software helps companies anticipate what consumers want, simplify interactions, and learn from those interactions so that future experiences get better all the time. 24/7 is based in Campbell, California.

About Microsoft

Founded in 1975, Microsoft MSFT +0.41% is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

SOURCE Microsoft Corp.

Copyright (C) 2012 PR Newswire. All rights reserved

Future of Search Engine Marketing 2012-2016

Future of SEO: Change, Convergence, Collaboration

Andy Betts, February 7, 2012

Forrester's Interactive Marketing Forecast for 2011-2016 predicts that 26 percent of all advertising spend will come from interactive marketing reaching a grand total of $77 billion by 2016, with $33 billion of that coming through search.

Although the report states that search will lose some share from 55 percent today to 44 percent of all interactive spend in 2016, it also states that “Marketers refocus their search marketing strategies on 'getting found' by users through any medium — not just search engines.”
While many posts have been written that address change in particular reference to Google, little has been said about how these strategic changes by Google are a result of, and indeed further catalyst to, convergence and collaboration.


Today, that is the main topic of my conversation – convergence and collaboration. It’s a big topic that requires a big post. Why? Like it or not, SEO has changed and its future relies upon a complex relationship with content marketing, social media, and collaborative technology.

The end result is a whole new way of thinking about utilizing SEO and social media strategy and technology.

What’s more, with the input of some expert insight, we will identify a whole new set of the new roles to the SEO landscape that are now totally justifiable – not just as part of a current SEO role, but as full-time roles in their own right.

With change comes great opportunity for the switched on SEO.

Trigonometry (from Greek trigōnon "triangle" + metron "measure"[1]) is a branch of mathematics that studies triangles and the relationships between their sides and the angles between these sides.
Change - A Brief Chronology of Google Change


Chronology of Change (Content), Technology & the Search Engines
Caffeine
Panda
Google +1
Panda updates
Google+ Launch
SSL– Limitation of search referral data
Freshness
Closure of Yahoo Site Explorer
Google+ Pages
Google Search Plus Your World

Google has changed the way that people find information in search. Taking a step away from the hype and debate, Google Search Plus Your World was launched to solve issues regarding trust and authority of content by adding people, pages, and profiles that are all also fully integrated in search results. Hence, whenever I say change I also think content.

Google's changes over recent years, such as Caffeine and Google Panda updates, are mostly concerned with content and relevancy issues. Google’s SSL changes are driving many SEOs to change and adapt the way they work with a renewed focus on quality content, social media signals, and technology.

In parallel, the closure of Yahoo Site Explorer and gradual reduction in the number of free, reliable, relevant search engine tools has led to an increase in the number of new entrants into the SEO technology market.
Convergence - SEO, Social Media, and Content Marketing



Changes in the industry and with the search engines (a.k.a., Google) represent the convergence of search and social media, data and personalization, strategy and tactics.

The increased prominence placed on social media content, seeding, and sharing (social media optimization) has meant social signals are now a standard part of any search optimization techniques. The convergence of SEO and social media has really meant that change is no longer imminent, but upon us.

A new breed of ‘inbound marketers’ aim to take advantage of the convergence of social media, SEO, and content marketing, according to the Marketing Sherpa 2012 Search Marketing Benchmark Report - SEO Edition:
60 percent plan to increase their social media budgets.
60 percent plan increases in landing page optimization.
57 percent plan increases in SEO.
41 percent plan increases in content marketing.
Change is the Convergence of Social Media, Content Marketing & Technical SEO

Google Search Plus Your World is, in its own words, “bringing your world, rich with people and information, into search” and while many argue the case for a level playing field and the inclusion of Facebook and Twitter data the fact remains that it has an impact on how SEOs work and collaborate with their peers in social media and content marketing as well as with their clients.

Not only do Google’s recent changes typify the convergence of SEO and social media, it also changes the way in which SEO and social media people plan to work together as increasing prominence is given to quality content from social media sources and new influences on rankings.

Suddenly, SEO is being built around circles of social influence with social link building strategies being built in parallel. Content then needs to be made easily sharable through collaboration across social networks through links, and for the time being, Google Circles.

SEO now has to be as conversational as it is contextually relevant and building a framework for optimizing conversational type marketing fits neatly into this.
Convergence - SEO Technology

As the role of SEO develops and converges with social media, we're beginning to see many changes in the SEO technology landscape. For some, this has meant building and adding features as a result of changes within the search environment and the convergence of SEO, social media, and content marketing strategies. For others, developmental improvement has been a continual process, with the major focus being on the importance of identifying and maximizing new SEO opportunities via collaboration with clients through enterprise and productivity based SEO systems.

If you need more evidence then Forrester's Interactive Marketing Forecast now includes a new category – SEO Technology – which will taper to a 12 percent compound annual growth rate.



What’s more, a recent survey from BrightEdge concluded that 72 percent of search marketers surveyed stated that they would spend more on search marketing technology in 2012 compared to 2011.

The changes we mentioned before by the search engines and the convergence of search, social, and content based strategies have meant that shiny new SEO tools and new generations of enterprise SEO platform are being built and developed. Enterprise SEO platforms enable SEO professionals and their clients to achieve a higher ROI from their campaigns by focusing attention on this convergence and focusing on opportunities for collaboration and overall increases in productivity and efficiency.
Tools vs. Platforms

It's important to distinguish between a tool and a platform.
Tools: Most tools serve a single purpose and are specifically designed to help with one specific area of your business. For example, that could be keyword research, link analysis, and analytics.
Platform: A platform provides a holistic solution to a number of client and business needs by offering a suite of integrated tools, most likely in this case, to include monetary, productivity, and relationship management type solutions.

Many SEO tools have developed in line with, or as a direct result of, the changes made by the search engines. The recent closure of Yahoo Site Explorer has given rise to a number of alternatives from providers such SEOMoz site explorer, Web SEO Analytics, and SEO Book toolbar, which all offer free alternatives alongside numerous other options such as Googlehacks.

The rise of Enterprise SEO technology is encouraging business and agencies to collaborate and take advantage of new developments and the convergence of SEO, social media, and content marketing strategies.

Intelligent systems are being developed that use data sources such as Alexa, Open Site Explorerand Majestic SEO to refine data relative to business outcomes. These tools combine a number of elements from keyword research, site crawling, backlink analysis, reporting, productivity & CRM, and social media – all with different degrees of capability.

Tool based platforms like Linkdex, Raven Tools, SEMRush, gShiftlabs, Searchmetrics, Conductor,Sycara, and BrightEdge are all developing into enterprise SEO platforms of the future.

These platforms focus on change, convergence, and collaboration by introducing workflow and task management solutions on top on their SEO toolsets and analysis.



Many of these tools are beginning to look like enterprise SEO platforms, but the reality is that there are so many tools to choose from that finding the right can be difficult and depends upon the scope of your role and your client brief.

Companies such as Linkdex and Conductor also offer a suite of SEO tools with a large focus placed on ‘the business of SEO’ and the value derived from close collaboration and the culture of SEO within agencies and businesses alike. Platforms like Linkdex and Brightedge place an emphasis on seizing potential opportunities, something that I like to call ‘opportunity cost based SEO’ by placing monetary value on SEO opportunity and providing competitive comparisons while building enterprise solutions.

As social signals converge in the SERPs, enterprise SEO solutions providers are beginning to integrate and add social media elements to their offerings (i.e., Searchmetrics has been marrying together analytics, search and social media data).

Many other tool providers take a more comprehensive view of the relationship between SEO and PPC with Kenshoo and Covario teaming up on SEO, PPC, social, and local. Other tools such as SEMRush are launching AdSense advertising reporting and Facebook Ad data into their toolbars.

Many full service digital marketing suites now incorporate SEO metrics as they too focus on the convergence of search, social, and display media. Platforms such as IgnitionOne incorporate PPC and SEO data in their attribution systems and the Adobe acquisition of Efficient Frontier gives a deeper insight into how the wider search, social, display, and digital ecosystem appears to be evolving.

In 2012 I expect further innovation from SEO platforms such as integration with Google analyticsand the convergence of data sets from Webtrends, Coremetrics, Hitwise, and Omniture. We're already seeing more convergence and collaboration in the SEO tools space partnerships with outside data sources such as BrightEdge and comScore partnership.
Social Media & CRM Opportunities

While SEO platforms develop there are also many gaps and opportunities to incorporate social media CRM tools into enterprise SEO platforms.

SEO relationship management is maturing, but there is still an opportunity to identify and manage influencers beyond backlinks. Manage and nurturing social media relationships with the people ‘behind the links’ presents even more of an opportunity to converge and collaborate on SEO and social media strategies.



At the moment it's probably too early to work out the best way to calculate these social media metrics but once more accurate becomes available more data can be measured beyond numbers of tweets and likes. Social media tools such as Trackur and Radian6 offer insight and features based on social enterprise beyond the current functionality of the majority of SEO.

Other tools such as Basecamp, Huddle and Trello, are collaborative tools that help SEO and social media people, departments, and agencies.

I would be tempted to say that this market may quickly move from segmented to fragmented. As a result, in 2012 I think we'll see:
Further organic and VC investment towards innovation in the enterprise SEO space, with a focus around social signals and metrics and API development – take away the theory of convergence and collaboration and this is your technical solution.
Many smaller SEO and social media companies sharing resources via merger and acquisition.
At least one SEO platform being integrated, via acquisition, into an automated content marketing or CRM platform, or even large agency network.
Collaboration

Hopefully you can see that changes in the search environment, the focus on content and social signals, and the growth, convergence, and development of enterprise SEO platforms fosters a need for collaboration.

The question for the SEO is, “Is your glass half full or half empty”?

I asked a few SEOs across the globe, and within my ‘social circle’, for feedback in this section.

Rather than resist change the opportunities to “reinvent the SEO wheel" are there to be taken by:
Close collaboration with industry peers across content, social, PR, and digital media channels –from SEO to TV
Utilizing the changes, convergence, and innovation in SEO technology to collaborate more efficiently and effectively with your industry peers, clients, and agencies accordingly.

For many a year we have seen white hat vs. black hat debate. In 2012 it could be that we will see a new argument – perhaps inbound marketing vs. black hat social media?

Will we see a new name for SEO, the inbound marketer, and will we (should we) expect more hats,6 hats thinking, on the SEO table – maybe that’s one for our colleagues at SES to consider?


The Technician

From coding, crawling, keyword ranking, link analysis and link building tools to productivity social media, content and CRM - the opportunities for the technical SEO, developers and programmers to work together on integrated and innovative solutions are probably higher than they have ever been given the growth of SEO and social media technology.
The Social Media Specialist

While many argue and debate about the convergence of SEO and social media strategies the technical knowledge of how search engines work (to date) lie in the hand of the SEO.

Whether you're a strategist or a technician, social media people need to collaborate with you just as much as you and them.
The Psychologist

If there is ever a time to be inside the mind of the consumer it’s now. Looking at the psychology of sharing is something that SEO people have been doing for a long time and it’s important that strategies on social content, reach and conversion match the psychology of the link builder and buyer personas.

What makes someone tick isn't necessarily what makes people click. The experienced SEO knows this far better than a traditional content marketer.

Bas van den Beld, search & social strategist and SES speaker, makes an interesting point on technology and psychology: “Tools can help you find the way people use the web, they can help you understand how people think and therefore help you understand their perspective.”
The Consultant

The speed and volume of change in the SEO industry is so great that it can be a challenge for people in the industry to keep pace with change, and also communicate the effects of those changes to clients, in-house departments, and agencies. With the convergence of so many channels, the emergence of new social media platforms such as Pinterest and their subsequent relationships with SEO, the opportunities to learn, share, and educate are vast and continual.

The consultant can share knowledge, investment and SEO tips with social media peers. Clients have a thirst for knowledge but many lack the ‘know how’ and the available resources, to make the most out of change.

"The intention is often not malicious but suppliers usually benefit from pulling the wool over the eyes of their customers," said Kelvin Newman, organiser of UK search event Brighton SEO. "A mixture of growing maturity and ‘once bitten, twice shy’ cynicism is leading to greater transparency and openness and a need for close consultation and collaboration.”

The consultant can work with clients and peers to build and nurture trust and also combine SEO and social media strategies and data most effectively. The consultant works very closely with the technologist below.
The Technologist

Choosing the right blend of technology and utilizing many of the SEO tools and platforms mentioned in this article requires a consultative and collaborative approach. Each client and each opportunity will require a different combination of tools that can be split between keyword tools, link analysis, management and content/CRM. Those who choose a move to complex Enterprise Platforms will require significant levels of training.

The role of the technologist ensures that the selected solution fits your client’s needs by answering some basic questions:
What specific tools will they use?
Who will use the tool?
Where will it be used?
How many people will use the tool?
Would an Enterprise SEO Solution be a better fit?
Will the users be in-house – how much collaboration is needed?
Are the users across the whole organization?
Will specific tools alone complement each other? – social media and CRM?
Who owns and control the data?
If you use an enterprise solution – do we share costs and build alternative pricing models?

“I will have one client who won't know what meta data does, other use tools like screaming frog on a weekly basis” said Alex Moss, head of SEO at Pleer. “Eventually all prospective clients will have more knowledge of what you do as an agency and I wouldn't be surprised if they ask you what tools you'll use to perform specific actions with many wanting to be involved in the decision making and usage of the tools”

A technologist can help collaborate with consultants, clients, and in-house SEO departments to share access to some of the tools that help them and the client see the monetary value of SEO in their sector.

The growth of SEO technology, according to Forrester, will have an impact on SEO charging models and agency fee structures and for some (those who look backward in my opinion) SEO technology can be seen as a threat to agency fees. My argument would be that the the role of the technologist can foster collaboration, sharing data, and joint investment in SEO technology with agencies and clients.

New pricing structures are ‘naturally’ developed based on scalability and the efficiencies gained by the very adoption and growth of SEO technology. Technology is changing the way we work so it will naturally change the way in which it is priced over time.
The Trainer

Everyone suddenly seems to want to know about the convergence of search and social, so there should be much more focus on education and understanding towards clients. It’s vital to teach clients how things work and make them understand what they are doing, why are doing it, and what results to expect.

“We've found that clients knowledge of SEO and mindset has been shifting for the last couple of years, especially towards looking at SEO from a business/marketing perspective," said Kevin Gibbons, from SEOptimise and Search Engine Watch author. "For this reason education and training is becoming a very important part of the service you provide."

If you are a technologist then training people on the use of technology is a must. With such a high level of continual change in the industry there are massive opportunities to train and educate clients in the development of new techniques, technology, platforms, and integration and learning’s across social media platforms.

As many companies take some elements of SEO in-house and with the every expansive role of SEO and its convergence with other marketing disciplines agencies and clients need to find a ‘happy medium’ for consultation, training, and implementation.

“When I was on agency side I definitely saw a shift from having the agency doing the bulk of the work to being used in more of a training and consultancy role," said Simon Heseltine of AOL. "This is a shift that has really been gaining momentum over recent years.”
The Innovator

All of the above sets you well on your way to becoming an innovator. 2012 is the year of change in SEO with opportunities opening up all the time to work, outside the silo, closely with your peers and clients to expand the role of traditional SEO from content SEO, social SEO through to reach and frequency and viral SEO
Conclusion



The way you work, the tools you use, and your approach to SEO have all changed. We all know that, but taking action is a totally different ball game.

If you're open to changing the way you think about SEO and are willing to change the way you view the search world (as a marketer), then the opportunities, tools, and platforms are available for you to take advantage of right now.Register now for SES London 2012, the Leading Search & Social Marketing Event, taking place 20-24 February, 2012. SES Conference & Expo features presentations and panel discussions that cover all aspects of search engine-related promotion. Hurry, early bird rate expires February 3!

Source:http://searchenginewatch.com/article/2144350/Future-of-SEO-Change-Convergence-Collaboration

Trends: Commercial Production

What trends can we expect to see in commercial production in the future? FEBRUARY 2012 - 9:57AM | BY STAFF WRITER |
From industry-wide belt-tightening to advancing technologies, the dwindling importance of TV and the growth of online, commercial production has changed a lot of late.  

What trends can we expect to see in commercial

In a series of articles featuring the questions surrounding commercial production, The Drum catches up with low budget TV and digital ad specialists STV Creative, creative audio company Kalua, video guide producers Flixity, TV and radio commercial production specialists The JMS Group and animators Flaunt Productions to take stock of the industry and find out what we can expect to see going forward.

Today’s first question is:
What major trends can we expect to see in commercial production moving forward? Will the 'celebrity ad' continue apace? Will we see more CGI, 3D, etc?
Stephen O’Donnell, head of STV Creative, STV
It’s an amazing time to be part of the media and advertising industry as things are changing so quickly. I don’t think anyone really knows exactly what direction things will take over the next few years. The big buzz word of the last few years has been ‘convergence’ and that’s pretty much taken place. At STV, we no longer have separate digital and broadcast departments; they are now one.

I fully expect the lines between traditional TV advertising and production to blur and flex. It will become increasingly important to make better, more creative, more entertaining advertising messages that customers enjoy, using new techniques and tools to tell compelling stories about brands. Online removes many of the constraints of broadcast media compliance and allows deeper engagement and relationships with customers. The growth of data strategies will also provide advertisers with incredible insights into consumers and the opportunity to create bespoke adverts. But what’s most important is that we continue to see creativity and innovation.

Francesca de Lacey, head of TV, The JMS Group
Recently we’ve been taking advantage of the ever expanding number of budget-friendly large sensor cameras such as the Sony F3 and even DSLRs, which have allowed us to deliver a quality image on even the most cost conscious shoot. This need to reduce costs on live shoots may become a significant driver in the percentage of live action we see on air.

As celebrities can range from Kevin Spacey on his plane to George Clooney and his coffee to Barbara Windsor and her Bingo, as long as the concept calls for a celeb and the budget can afford them they’ll have a role. But there’s a whole load more clever uses of motion graphics and non-celebrity productions which, in my opinion, carry-over far more effectively to use on other platforms.

Paula Lacerda, executive producer, Flaunt
I think with 3D TVs now being widely available we may see an increase in commercials or content being generated to cover 2D TVs but having an exclusive 'bonus' 3D version.

Gav Matthews, MD, Kalua
With many commercial production companies, they tend to be held at arm’s length from the advertiser and their agency – viewed more as a facility, rather than a partner in the campaign. We try not to work like this, and thankfully the sector is moving that way too. Production companies have to get more involved in a client’s campaign and commercial strategy. By understanding the client’s history, needs and commercial issues, you can get a far better view of how a commercial needs to be positioned.

Jack Garrow, director, Flixity
Celebrities sell; always have and always will. Audiences trust the people they already know and like. CGI & 3D are here to stay, but at a minor level.

Source:http://thedrum.co.uk/news/2012/02/08/what-trends-can-we-expect-see-commercial-production-future

Stats: Search Engine Optimization Beats Pay-Per-Click and Social Media

Infographic: Digital Marketer Views On SEO, PPC & Social Media

Nov 2, 2011 at 11:30am ET by Search Engine Land Infographics

What has the biggest impact on lead generation? A new survey finds SEO beats PPC and social media. But PPC still gets more budget for those targeting consumers over SEO, and lest anyone believe social media is a waste of time, more than half have closed leads from social media channels.

These stats, along with many more — such as which social media platforms see the most use by marketers (hint: Facebook) — were compiled into the infographic below by the people atWebmarketing123, which backed the survey:

Want the infographic for yourself? It was sent to us as part of press materials today about the survey, which we covered in this story: SEO Beats PPC & Social Media For Generating Leads, New Industry Report Says. It hasn’t yet been posted online for others to use, but it might appear later on the Webmarketing123 blog.

Source: http://searchengineland.com/infographic-digital-marketer-views-on-seo-ppc-social-media-99648

SEO is the number one source of leads for both B2C and B2B marketers, beating out both PPC and social media marketing in a recent survey of online marketers. But more of those surveyed say they plan to increase their social media marketing budgets in 2012, ahead of SEO and PPC.

The numbers come from the 2011 State of Digital Marketing Report, which was compiled by Webmarketing123, a California-based online marketing agency. The company surveyed more than 500 U.S. online marketers in August and September; about two-thirds of all respondents identified themselves as B2B marketers.

Whether B2B or B2C, both groups of marketers agree that SEO has the biggest impact on lead generation. 57 percent of B2B marketers credit SEO as their primary source of generating leads, while 41 percent of B2C marketers said the same thing.

Both types of marketers say that website traffic is the primary way they measure the success of online marketing efforts. Brand awareness was at the bottom of the list for measuring success by both B2B and B2C respondents.

The survey asked a number of budget-related questions, including one about which channels get the majority of the marketers’ budgets. On the B2B side, one-third indicated that SEO gets the majority of their budget. But on the B2C side, more than 42 percent say that PPC gets the majority of their budget — about double the number of B2C marketers who said SEO is their top budget allocation.

Overall, 60 percent of respondents said they plan to increase their budget for social media marketing in 2012; 53 percent plan to increase their budget for SEO and 40 percent will increase their PPC budget.

Those increases in social media spending are likely field by another couple statistics from the survey: 68 percent say they’ve generated leads from either Facebook, Twitter or LinkedIn, while 55 percent have closed deals from social media leads.

The 2011 State of Digital Marketing Report can be downloaded from Webmarketing123′s website. You’ll need to provide name and contact information. There’s also an associated infographic with many statistic, which we’ve posted separately here: Infographic: Digital Marketer Views On SEO, PPC & Social Media.