Lots of our users are SEO’s and SEM’s. We even evolved out of a search engine optimization firm, spinning Enquisite out into an independent organization. Being truly independent means that we hear lots of comments from a variety of Internet Marketing firms which have been facing interesting dilemnas over the last few months. A year ago, one of the common comments / observations lately has been how so many businesses, ranging from SME’s to Fortune 100’s are trying to take their Internet Marketing business in house, AGAIN. We’ve seen this happen in the past. It’s never worked, but seems to repeat itself cyclically. We’re noticing that this trend has already turned, but now it’s the CEO’s and CFO’s who are pushing to outsource. They’ve recognized the importance of Search and Internet Marketing to their entire business. It’s a lot more than just a sales / marketing tool.
Essentially, companies hope that by bringing their SEO / SEM in-house, they will be able to improve the ROI, and effectiveness. Unfortunately, it doesn’t really work out that way, and repeatedly, companies have been forced to give up on fully in-house operations, and they slowly migrate back to outsourcing. Outsourcing to specialist SEO & SEM firms makes sense. Fiscally, and from the perspective of ensuring the expertise is constantly at the cutting edge. What we’ve observed is that if you’re dealing with a number of clients, you’re forced to keep up with more thats happening in the Search industry than if you’re in house, only dealing with one client. There are always exceptions. But exceptions prove the rule.
Anyhow, Gord Hotchkiss wrote an excellent article about Search Crossing the Chasm, and how SEO and SEM firms are getting more C-level interest when talk turns to search. I would agree with Gord that there’s been a realization in the marketplace that future success of every facet of companies will be tied to the Internet.
Until recently, search marketing did not get much real attention, beyond the early adopters within organizations. But they saw rewarding results, and people started to notice. As Gord put it, that’s changed. It’s not just early adopters anymore. Companies that don’t get on now, probably won’t be able to catch up without spending inordinate sums in the future.
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