Forrester, the large marketing technology analysis organization, has released two of three of its Forrester Wave reports related to search marketing. The first, The Forrester Wave: Search Marketing Agencies, Q4 2012 rates seven of the largest full-service search marketing agencies. While the ranking results are interesting in themselves, some of the other insights offered in the report are also thought-provoking.

The report limited its coverage to large, full service (meaning agencies that offer both organic SEO and PPC) and agencies who serve large clients of $1 billion or more in revenue. It excluded other large, and sometimes prominent agencies if they didn’t meet these two criteria (meaning search marketing was a smaller component of overall marketing activities). Also excluded were firms providing professional services secondary to a software product. This resulted in a group of just seven firms. Forrester rated the firms on 25 criteria, gathering input from the firms themselves, customers and analyst interviews.

The firms were classified as “leaders,” “strong performers” or “contenders.” The “leaders” were 360i, iCrossing and Performics. “Strong performers” included Covario, Impaqt and iProspect. The lone “contender,” a newcomer to the evaluation, was Acronym.

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