Comments on: Why do advertising agencies neglect search marketing? http://marketing-has-changed.com/why-do-advertising-agencies-neglect-search-marketing/ Musings to help marketing leader prosper in a digital age Fri, 09 Dec 2011 21:58:23 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Karl Ribas http://marketing-has-changed.com/why-do-advertising-agencies-neglect-search-marketing/comment-page-1/#comment-4 Karl Ribas Fri, 26 Sep 2008 18:39:10 +0000 http://marketing-has-changed.com/?p=15#comment-4 To answer your first question, in my opinion, advertising agencies neglect search marketing because they fear it. Simply put. Search marketing is a very powerful marketing channel for both small and large businesses as it is able to provide what most other forms of marketing are not able to… relevant, targeted advertising. Search allows businesses the ability to place paid ads or organic listings directly in-front of the most-appropriate audiences, and only charging for those instances too. In addition, due to multiple advances in our industry, search marketers are capable of tracking a search marketing campaign from search to click to sale. Meaning, we have the ability to provide our clients with revenue data and the necessary information needed to help them to fully understand the return on their investment. Try getting television, radio, and newspaper marketers to do that. It is for these two reasons (targeted marketing and ROI tracking) that advertising agencies fear search marketing and will probably never incorporate such services into their offerings. If they did, they could pretty much kiss their hundred-thousand dollar commissions good-bye because I believe their client’s, after learning the benefits of search marketing, will put all or most of their marketing dollars into search, and very little into traditional marketing channels. To answer your first question, in my opinion, advertising agencies neglect search marketing because they fear it. Simply put. Search marketing is a very powerful marketing channel for both small and large businesses as it is able to provide what most other forms of marketing are not able to… relevant, targeted advertising. Search allows businesses the ability to place paid ads or organic listings directly in-front of the most-appropriate audiences, and only charging for those instances too.

In addition, due to multiple advances in our industry, search marketers are capable of tracking a search marketing campaign from search to click to sale. Meaning, we have the ability to provide our clients with revenue data and the necessary information needed to help them to fully understand the return on their investment. Try getting television, radio, and newspaper marketers to do that.

It is for these two reasons (targeted marketing and ROI tracking) that advertising agencies fear search marketing and will probably never incorporate such services into their offerings. If they did, they could pretty much kiss their hundred-thousand dollar commissions good-bye because I believe their client’s, after learning the benefits of search marketing, will put all or most of their marketing dollars into search, and very little into traditional marketing channels.

]]> By: cbarrett http://marketing-has-changed.com/why-do-advertising-agencies-neglect-search-marketing/comment-page-1/#comment-3 cbarrett Fri, 26 Sep 2008 16:22:14 +0000 http://marketing-has-changed.com/?p=15#comment-3 There has been, in the past, a stigma associated with PPC. In the early days, the poor quality of the ads ("Used Socks" being a famous example) may have caused ad agencies to disregard the media and miss their value. I think, however, that is changing as more and more business see the potential. Ad agencies are sure to follow, but they will do so kicking and screaming. Their are no "Addies" for PPC campaigns and a text ad hardly looks impressive image hanging on a wall. There has been, in the past, a stigma associated with PPC. In the early days, the poor quality of the ads (“Used Socks” being a famous example) may have caused ad agencies to disregard the media and miss their value. I think, however, that is changing as more and more business see the potential. Ad agencies are sure to follow, but they will do so kicking and screaming. Their are no “Addies” for PPC campaigns and a text ad hardly looks impressive image hanging on a wall.

]]> By: pratt http://marketing-has-changed.com/why-do-advertising-agencies-neglect-search-marketing/comment-page-1/#comment-2 pratt Fri, 26 Sep 2008 16:09:48 +0000 http://marketing-has-changed.com/?p=15#comment-2 I find it amazing how many business owners (small businesses in particular) overlook the online marketing world. More companies should be looking at the Internet as a level playing ground. The search engines don't discriminate towards the size of your company, and you have every opportunity to overtake the big guy in your industry. I find it amazing how many business owners (small businesses in particular) overlook the online marketing world. More companies should be looking at the Internet as a level playing ground. The search engines don’t discriminate towards the size of your company, and you have every opportunity to overtake the big guy in your industry.

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