As part of its State of the Regional Agency and Digital Expertise survey, the Goodway Group found that 32 percent of marketers would start with social when reassessing their campaigns. Another 27 percent pointed to search engine marketing as the channel most in need of a facelift in 2012.
Twenty-nine percent named social media marketing when asked the same question last year, which represents increased interest in the channel. Those who wanted to completely redo their search campaigns fell from 36 percent a year ago, which may be a sign that marketers are getting a firmer grasp of this realm.
Search, social and other forms of new media marketing are becoming increasingly important components of overall strategies for both B2C and B2B companies. However, the Goodway Group’s findings demonstrate a disconnect between the offerings of more traditional marketing agencies and the needs of businesses.
Fifty-one percent of marketing agencies said they struggle in hiring or training staff capable of managing forms of web marketing, with another 20 percent said „upper management“ wasn’t sold on internet marketing. This indicates that companies looking to agencies to build their internet marketing campaigns should do their homework on offerings and expertise when selecting a partner.
Failing to offer SEO is quickly making some agencies unattractive to prospective clients. Brafton recently reported that 71 percent of B2B purchase decisions begin on search. Businesses lacking strategies to boost SERP standing will struggle to appeal to the decision makers beginning research on Google, Bing and others.
