SPECIALISTS LAND THE BULK OF DOLLARS; Search Marketing.(Interactive)(Brief Article)(Industry Overview)

Advertising Age, December, 2004 by Oser, Kris

Byline: Kris Oser

Agencies that specialize in search-not interactive or general agencies-direct the lion's share of dollars spent by marketers on search marketing, according to a study by JupiterResearch. Fifty-one percent of dollars spent this year are flowing through search agencies that are either spending the money with search engines on behalf of their marketing clients or are advising the marketers on how to do their searches.

The findings shows that search marketing-which used to be conducted by mom-and-pop shops spending $20 a month using their credit cards-has matured and is "being treated like money in other forms of media,'' said Nate Elliott, associate analyst at JupiterResearch, who wrote the report.

And, while just 31% of...

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