I recently read a good article by Sara Holoubek at DM News entitled “The buy vs. build argument for SEM” where she talks about whether an advertiser should develop the inhouse SEM capabilities or outsource to a search marketing agency. She debunks some of the current, as she says, “misconceptions” about building an inhouse SEM competency, in which she states that inhouse competency can be achieved, that “once-proprietary only” agency technology is no longer the case (e.g. bid management tools, analytics freebee tools) and that even an inhouse agency can keep up on the ever changing technology.
I guess my only comments on this are the following:
- Some of the decision will rest on the company’s culture – there are some firms that just don’t have the intent to get involved with the technology nor will they bill willing to invest financial resources to build that competency
- Some firms may start out with an agency relationship and then leverage that experience and knowledge in migrating to their own inhouse agency
- I, like Sara, still think there will always be a need for SEM agencies, like Out of Bounds, in the same way that there are advertising agencies, direct marketing firms or even lube and oil change outlets. The services industry is here to stay in my opinion. I could learn to change my own oil and filter and invest in that equipment but does it make sense for my business?
What do you think?
