I finally got a chance to take a look at this year’s SEMPO survey, based on responses from 1,500 advertiser and agency search marketers from 68 countries (most respondents were from North America and UK). The breakdown of responses was: 64% agency, 36% advertiser:
The report features a good deal of data across a broad range of questions. However I found most interesting the fact that the areas that respondents identified as most significant were local, personalized search and mobile.
The results varied somewhat depending on whether the respondent was an advertiser or an agency (click to enlarge):
Notice that the question asks not whether these are areas of future opportunity but inquires about the “impact” of these trends.