IMPAQT News
Should I Outsource My Search Efforts?
June 22, 2005
I was at the inaugural Internet Retailer conference in Chicago earlier this month and spoke with many people, most of whom were interested in talking shop on Search Marketing. It appears that the majority of major internet retailers are still in the “consideration phase” of outsourcing their Search efforts. When I inquired as to why some of these companies are not working with a partner currently, I received a wide variety of responses, ranging from, “we got burned by a few firms in the past,” to “we do it all in-house, but we are looking at what’s out there.”
As much as I cringe when I hear the “got burned” response, the “in-house, but looking to outsource” response prompted me to think more closely about why many companies are beginning to look outside of their offices for professional help when it comes to Search. Below are a few of my many thoughts on what may be causing this.
In-House Resources
Search Marketing involves an intricate level of knowledge across multiple disciplines such as marketing, copywriting, technology, creative, development and Web analytics. Management of SEM campaigns has very quickly become too much to handle in-house without the aid and support of an outside firm.
While most firms I talked to mentioned that they are still handling these services within their companies, on average, they are only employing one or two people to manage this daunting task. Meanwhile, many Search companies offer teams with collective knowledge and expertise generally 5 to 6 years deep, both within the Search space and across multiple industries. The clear benefit of partnering with a firm is that you are ultimately receiving consistent feedback, knowledge, training, and guidance on how to best plan and execute your Search campaign.
Evolution of Search Engines and Programs
When you have two very tight, very close companies that are neck and neck in a race for Search (as we see with the search engines Google and Yahoo!) you are going to have a consistent roll-out of new programs and tools offering additional ways to help marketers shift more dollars to online Search. And let’s not forget MSN! With the launch of their own search index earlier this year, and the launch of their own Paid Search model in the upcoming months, search marketers are now faced with the growing complexity of unique systems with various rules, and new targeting features to assist and support Search campaigns.
In turn, this increased competition in the Search marketplace demands resources: you need to have a team of people in place who are constantly up to speed on Search evolution and have direct relationships with each engine to be able to comprehend how their new features can have an impact on your campaigns. Creating that kind of dynamism in-house is clearly a challenge.
Complexity of Search
To piggy-back off of Search evolution, the growing complexity of Search strategy and the approach to data integration grows exponentially with every passing day. Sophisticated marketers are looking for Search firms that can handle data integration and provide cross-campaign comparisons between CPC, CPM and CPA campaigns, advanced keyword purchasing power involving demographic and behavioral tactics and, most important, a client service team that is going to be proactive, not reactive.
As Search continues to evolve, the need for a precise method of management and strategic guidance will become mission critical to the overall success of any Search efforts. No matter whether you choose to outsource your Search Marketing needs or continue to keep in-house, we all need to be cognizant of how to best maximize Search to its fullest potential if our goal is success.
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IMPAQT Marketing
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