Search engine marketing: where do agencies fit in?

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...