At a recent Jupiter Media Advertising Forum, agency and search engine marketer types traded barbs regarding whether agencies know enough about search engine marketing to properly serve their clients. According to one SEM executive, they do not. Wahlstrom Interactive Director of Market Development and Worldwide Agency Relations (how big is your firm, Kevin?) Kevin Ryan quoted one as saying, “Agencies don’t get it. They just don’t get it, and they never will.” Aside from some interactive agencies, most don’t know or don’t care to know about search engine marketing. Why? Because it’s a hell of a lot harder to do than old school advertising. And like anything, change comes slowly.
This is exacerbated by the standard agency practice of pretending to know how to do everything rather than acknowledging limitations and outsourcing what they can’t do. Why? Because an agency can make more money if you claim to be able to do it yourself. It’s a short sighted solution though. Just as media is fragmenting, so are the multitude of skillsets required to manage an effective marketing campaign.
