The value of long-term client and search agency relationships in a digital world

Irv Brechner

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 258-264

Abstract: Given the warp-speed environment and real-time information that define the digital space, brands may be tempted to change search agencies at a moment’s notice based on disappointing short-term results. With thousands of search engine marketing agencies that look and sound alike, and many without the experience and people to handle major accounts, it is easy to see why brands are constantly wondering if their search agency has what it takes. This paper lists reasons why some brands may wish to embrace short-term agency relationships, especially in the digital space. However, it also argues that brands may be missing out on opportunities that exist only when long-term relationships give both search agencies and their clients the opportunity to become true partners and proactively propose, test and evaluate strategies and tactics that short-term relationships cannot afford.

Keywords: search agency; search marketing; paid search; SEM; digital commerce; e-commerce (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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