for agencies

CEO: "We loved that commercial you and the agency did. I really liked that thing with the blind dog stepping on the microchip. Of course, I have no idea what effect the campaign has had on sales. Still, nice commercial."
CMO: "Yeah, thanks. We were really proud of the blind dog too. But to be honest, we have no idea how many people REALLY saw it (instead of leaving to get a snack, or changing the channel)."
CFO: "Yep. Nor how many of those supposed viewers actually purchased."
CEO: "Maybe you should ask those agency guys if there's a way to track this stuff better."
CMO: "Um, OK."

The above conversations are happening in board rooms across America. Chances are, you've fielded multiple calls as a result. It may start off innocuously enough. Your client calls up and asks whether there's a way to better track the current campaigns you are working on so the CFO can "see the numbers". A month later you get a call telling you they've cancelled some TV spots. A few weeks later they ask "do you guys do search?". Finally, they let you know post-facto that they hired a search marketing agency because they "specialize in this."

Whether you run a direct mail firm, a traditional brand-focused advertising agency, or an integrated marketing consultancy, you're probably wondering whether, when, and how to add search to your offerings. Here are some pertinent statistics for those agencies still wondering whether they should start to provide search services:

Search Marketing IS Branding:

Search Marketing is the fastest growing segment of the advertising industry, and is projected to grow at a 37% CAGR to more than $33 billion in 2010. A recent survey of advertisers also found that the majority of search marketers (62%) said branding was the primary objective of search marketing campaigns. Nearly as many, however (60%), said that selling products was a key objective of search marketing.

Search is the Best Medium for B2B Advertising

An October 2004 MarketingSherpa study of b-to-b buyers reports that nearly 64% of b-to-b businesspeople said search engines are the first place they look when they are online researching a major purchase.

Search Delivers Offline Purchases

New Study by comScore Networks Sponsored by Google Reveals 63% of Search-Related Purchases Occur in Offline Retail Stores, while 25% of searchers purchased an item directly related to their query, and out of those buyers, 37% completed their purchase online.

The study, sponsored by Google, entitled "The Role of Search in Consumer Buying" examined the impact of Web search (excluding comparison shopping sites) on consumers' holiday-related purchases completed online and offline during November and December 2005, across 11 product categories.