The search engine industry may be stepping way beyond its measure as it looks like they're going beyond their purpose and expertise. They seem to be going with just any wind of a supposed trend.
As the word has gotten out and become a powerful marketing channel, advertising agencies everywhere have of course realized the power of search. After learning the ropes they understood that it was a long-term process that entailed providing the needed resources along with knowledge and expertise.
Now it seems that search marketing companies are attempting to change into online interactive agencies. They are reaching way beyond search into the interactive marketing area.
Robert J. Murray president of search engine marketing firm iProspect.com asks the question, why?
"The search marketplace has experienced explosive growth. And while we all couldn't imagine search getting more complex--it will. Consider all the ways the various search engines have extended their product offerings. Have you ever clicked on the "more products" link on Google and seen how many other ways you can use Google? There is local search, shopping search, image search, video search... well, you get the picture. It is a full-time job just keeping up with all these new products and helping marketers find ways to leverage them without trying become a full-service agency.
"Given the landscape and the medium's inherent and ever-growing complexity, I just don't understand why some search engine marketing firms feel the need to become interactive agencies overnight. The largest ad agencies and interactive shops have been around longer than search has been a distinct category. What makes SEM firms think they can organically grow an in-house capability that is best of breed? Do they really expect to be able to deliver the same level of results that seasoned interactive agencies have been producing for their clients for years?"
Since search is still growing tremendously, I have to agree with these insights from Murray. There is the possibility of dilution and the reality of entering into areas they know nothing about. They will very probably lose their targeted focus and become less effective in all areas of their business.
Do you think that they are making a big mistake?
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