Report: Search Marketers are Fickle
Internet research firm JupiterResearch has released a report saying that while search marketing agencies handle the largest amount of paid search spending in the industry (nearly half of marketers outsource), loyalty to an agency is relatively low. This essentially means that marketers are ready to switch agencies at the drop of a hat if their agency doesn’t perform. Jupiter’s “Search Engine Marketing Agency Constellation” report looked at 15 SEM and SEO agencies to determine their overall business value and size.
“An increasing number of marketers are diversifying and intensifying their use of search agencies. However, only 21 percent are completely satisfied and have no interest in switching agencies,” said Sapna Satagopan, author of the report in a statement. “Search agencies must begin to differentiate themselves and build loyalty through higher levels of client service.”
Jupiter found that nearly three-fourths of marketers are dissatisfied with their agencies. Jupiter also found that SEM technology is important, and percentage-based spending models will outperform performance-based models, but client services are what marketers are really looking for. The report pointed out several SEM and SEO industry leaders, including 24/7 Real Media, iProspect, and IMPAQT.
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