January 31, 2006 Comments
Todd "stuntdubl" Malicoat has a great post this week that explores the problems that traditional ad agencies and search marketers have when it comes time to play together. I've been thinking about this very issue all week while talking to someone I know that works at a traditional firm. Todd outlines eleven reasons and from what I can tell, all of them are pretty much spot on.
A few snippets:
Supply and demand is the big reason now for the animosity between ad agencies and SEM’s. Most any SEM that has been at it more than a year is nearly begging for a break from the pile of work. When you have too much work, you can choose one of two things - 1. Take on more work, get more behind, and become more stressed. 2. Raise your prices, act aloof, and try to discourage people into using others. Surprisingly, there is some level of intrigue that the second action elicits. I suppose it is based around the concept of elitist marketing/ pricing.
We know that spending in search marketing is constantly on the rise, and it probably will be for some time. The ad agencies know they need to be migrating their budgets to new media. This doesn’t make the billboard or print ad managers very happy obviously. They create resistance that is felt through the entire agency. If I felt a threat to what I was best at I would probably feel that way too. Evolve or die. We still need your print expertise, but you’re going to be better at both if you spend time to understand the web.
Read the full list on the Stuntdubl Blog.
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