The Search Marketing ‘Remix’

Having sat on both sides of the fence it can be easy to see why many marketing agencies offer faux search marketing services, white labeling third party suppliers for the ‘greater good’ of the client. The attitude of we control media spend, ergo we control you…’Let’s not confuse things’

The question that begs to be answered is what are the benefits of this white labeled lip service over open relationships, where the search marketing company is brought in as a trusted supplier alongside the media buyer?

In many cases this form of vertical relationship can work, don’t get me wrong. A strong network with tight lines of communication, an agreed working structure and a defined set of goals should form a magical remedy for success. Perhaps. The magma of this lies within the nature of our business, technology is temperamental by nature and can at times rear its ugly head. What happens when a server drops, a site architecture amend causes a cross browser issue or a piece of analytics code spits out security warnings at every turn? Throw in a team of outsourced web developers and you’ve got the ultimate game of Chinese whispers, and don’t get me started with the finger pointing. Still thinking of white labeling?

Do clients prefer open relationships where they know who’s getting what service from who? Or is it better to have these convoluted communication channels that have the potential to fall at the first crisis?

In my experience, clients appreciate openness, up front information and the peace of mind that their money is being spent on the best structures for success within organisations that are dedicated to delivering results in any one media channel. Would you find a search marketing company buying TV adverts? No.

In short, building relationships that can grow together out-weight the ‘remix’ approach of a traditional marketer spinning the search marketing disc to their ‘Digital’ hungry clients. Search engine marketing isn’t easy, it’s a tough technological fight, and we’re professionals in this area that love to practice what we preach!

We’re a friendly bunch who love working with media and marketing teams, can we help you?!