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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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State of SEO Agencies - Infographic and Market Research -

State of SEO Agencies - Infographic and Market Research - | Integrated Brand Communications | Scoop.it

State of SEO Agencies - Infographic and Market Research compares and contrasts SEO agency and client perspectives with tips to improve your business.

 

SEO is a challenging field for service-providers and customers alike. The only absolute term in the industry is change. That does not only make it harder for SEO agencies to establish approved workflows but also causes insecurity in the potential client. How to choose an affordable SEO agency that best fits the company’s goals and needs? How to keep track with the activities put into practice and which KPIs to use for measuring the outcome? Wouldn’t an in-house SEO be the safer bet in the long run? Why outsource SEO at all? Isn’t SEO today just another word for content marketing anyway? The inbound marketers can take care of it.

 

In fact, the rather holistic approach to SEO nowadays might put the agencies’ right of existence in danger.The ones most adaptable to change will survive, is what they say. But what does that really mean for agencies specialized on search engine optimization? Is every SEO agency required to become an online marketing agency in the long run? Providing a broad variety of services – such as content marketing, online PR and link building – rather than focusing on a pet topic? And maybe even more important to know – is that what the customer really wants and needs?

 

Our infographic depicts the customer journey from first contact to retention from both (potential) client and SEO agency perspective. This direct comparison of supply and demand reveals gaps and interferences alike allowing a detailed and in-depth analysis of best practices and pitfalls along the way. The extensive market study eventually draws the big picture of a transforming sector.

 

Russ Merz, Ph.D.'s insight:

The research reported here is a one-of-a-kind pioneering effort that investigates the state of #SEO agencies today. The infographic and the report provide detailed descriptive #stats and other information about SEO agencies from the perspectives of the agencies and their clients. A very useful piece of research, well worth reading and referencing. 

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Marketers Put More Work in the Hands of In-House Agencies

Marketers Put More Work in the Hands of In-House Agencies | Integrated Brand Communications | Scoop.it

Client-side marketers in the US are moving more advertising and marketing business in-house, according to research. Cost-cutting is driving many of these changes, as is the proliferation of new marketing channels, which require more dedicated staff.

 

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

 

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

 

Russ Merz, Ph.D.'s insight:

A review of recent research conducted by the Association of National Advertisers (#ANA) reveals the pros and cons of a growing trend toward greater in-house control of #advertising and #brand marketing.

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