There has been a heated debate over the last few weeks as to whether agencies 'get' search. On the one hand, the arguments centre on the agencies' reluctance to adopt the medium for reasons such as search is too small, too accountable or not sexy enough. I find that this argument takes quite a generalist approach, and while I don't think this view is entirely correct, it is obviously not without substance. Perhaps personal experience has affected those who share this view, but it seems to be a little one sided.
On the other hand, in the agencies' defence, the argument is that they do 'get search' as it now forms an integral part of the marketing mix, and that big agencies should be (and are) recommending the media mixes that best support their clients' businesses.
It is true that a lot of savvy agencies were either early adopters of search, or have since seen the value of search grow and committed to building this capability internally, outsourced the work or (for the very few) bought an established SEM. This is, of course, not true of all agencies.
I don't think there is a single answer that defines how traditional agencies operate. But one thing is for sure -- when a client with a multi-million dollar budget says they want to do paid search, or asks about it and wants to learn more, then someone had best listen. You cannot ignore that it's a proven channel and so it's up to us as marketers to prove its worth for these clients.
Here are five simple steps for paid search marketers to help them work with agencies:
Education: A point that has been mentioned time and again, and I will reiterate it here. Agencies need to be educated on search. Ultimately, getting their client's brand in front of qualified prospects -- regardless of the channel -- is key, even if the objective is not direct response. Getting a consumer to engage with your brand and more importantly, using the right technology to delve deeper into this engagement and tie the metrics to specific campaigns, will help agencies and clients understand the value of search and the value of their customers.
Be flexible: We have used various models when working with agencies, and most have worked well. These have ranged from 'behind the scenes' support in executing paid search marketing strategies, to being exclusive e-marketing technology partners with traditional agencies. Find some common ground and work on a model where everyone one wins, especially the client.
Use the right mix of people, technology and processes: Agencies that are not proficient in paid search are perhaps reluctant to explore the channel. Being positioned as a partner to supplement operational efficiencies, enabling a greater internal focus on delivering the best client strategy and creative direction is a good approach. This can be achieved by providing world-class technology solutions and professional services based on specific business requirements, as well as the needs of the clients. Position yourself as an extension of the agencies' internal capabilities. By applying more sophisticated performance metrics on agencies' multi-channel initiatives, they will be able to make informed decisions about campaigns that lead to improved results for their clients.
Find an internal champion: Often within an organisation, there is an influencer who will champion your cause. They may not know search inside and out, but they understand the value of the tactic. Together you can lobby stakeholders and, by delivering positive results, help to support the growth of their career.
Package performance: Ensure results are easy for a client to understand and are customised according to specific objectives. This will go a long way to demonstrate the strength of the tactic and make it simple for further budgetary decisions to be made using paid search.
In conclusion, it is our responsibility as search specialists to pave the way for agencies to use search. By demystifying the complexities, streamlining operational processes and packaging results in a user-friendly format, real value can be added and rewards gained. The idea is to work with them, not against them, in leveraging a powerful communication tactic.
Wayne Lieb is director of search marketing, Acceleration.
