Can the Search Marketing Industry Grow Up Fast Enough?

The search marketing industry is immature, both in the sense that nearly all the players are under 10 years old, and in the way partnerships are created and maintained. That's the argument presented by Did-It chairman Kevin Lee in his ClickZ column today, "SEM Immaturity Threatens Industry Future."

The fault lies on both the client and SEM/agency sides, Lee says. Clients should leave their "serial dater" mentality behind, and own up to a history of poor agency choices, unreasonable expectations, unwillingness to pay an equitable price, a "dating mentality," and an unwillingness to communicate.

SEMs should be sure they're providing competitive service levels, especially by addressing their labor shortages and dedicating the appropriate resources to clients. Making time to foster the relationship is just as important as planning and implementing an SEM strategy for the client.

Do you agree with Lee's argument? Share your thoughts in the SEW Forums.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.