• E-mail
• Print
• Comment
• Font Size
• Digg
• del.icio.us
• Discuss article

JupiterResearch Reports Almost Half of All Search Marketers Outsource to Agencies

Posted on: Thursday, 10 August 2006, 09:00 CDT

JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that while Search Engine Marketing (SEM) agencies direct the bulk of paid search spending, marketers' expectations of their agencies is high while loyalty is low.

In a new vendor evaluation report, "Search Engine Marketing Agency Constellation," JupiterResearch evaluated 15 SEM and Search Engine Optimization (SEO) agencies on market suitability, overall business value and agency size. Among the detailed findings, JupiterResearch found that an agency's technology is important, but it is client service that is becoming increasingly critical to marketers.

"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, Research Associate and lead author of the report. "Search agencies must begin to differentiate themselves and build loyalty through higher levels of client service."

JupiterResearch's new Search Engine Marketing Agency Constellation provides recommendations for marketers and agencies alike. Some issues addressed in the report include criteria for marketers looking to evaluate SEM and SEO agencies, payment models, and recommendations for small, medium and large agencies. Some of the agencies that emerged as leaders include 24/7 Real Media, iProspect and Did-It in the SEM space, and IMPAQT, iProspect and Reprise Media in SEO.

"Forty five percent of search marketers are using agencies for one or more of their campaigns, and marketers are increasing their overall spending on search," said Zia Daniell Wigder, Vice President and Research Director at JupiterResearch. "The keys to their success will be in engaging an agency that combines strong tracking tools with extraordinary service."

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, please visit: www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterkagan.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Constellation vendor evaluations, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterkagan.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.

About JupiterKagan, Inc.

JupiterKagan, Inc. was formed in 2006 from the merger of JupiterResearch and Kagan Research, two companies providing thought leadership, research and advice in the domain of the media and telecommunications, Internet, and emerging consumer technologies. The company's deliverables include continuous information services (available by subscription), research reports, data, inquiries with research analysts, appraisals, litigation support and consulting. JupiterKagan operates from six offices in the United States, United Kingdom, France and Germany. For more information, visit www.jupiterkagan.com.

Source: Business Wire

More News in this Category