Search engine marketing: where do agencies fit in?

Ross Fadner

Ross Fadner, a New York based journalist specialising in internet marketing, discusses the hot topic from the Jupiter Media Advertising Forum (New York, July 2004) – can interactive agencies handle search engine marketing (SEM) and search engine optimisation (SEO)? His conclusion is that these disciplines should be left to the specialists.

Search Engine Marketing: Where Do Agencies Fit In?

Ross Fadner

Trade journalists are usually on the periphery of what goes on internally at the companies we cover on a day-to-day basis. Certainly, we have our spies and our off-the-record discussions with sources but, for the most part, our task is to identify and write  about trends, break news and turn PRspin into news.

In late July (2004), at the Jupiter Media Advertising Forum in New York, I had the rare opportunity of having several face-to-face, off-the-record discussions with many of the same industry analysts and professionals I speak with...

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