The New Face o In-House Search included Ron Belanger as the moderator and Bill Hunt from Global Strategies International, Olivier Lemaignen from Intuit, Marshall D. Simmonds from New York Times, Bill Macaitis from Fox Interactive Media and Brendan Hart from National Geographic Digital Media.
First up is Bill Hunt to talk about what perspective companies should take when considering bringing search marketing in-house.
What are the best options?
- Outsource – Give everything to the agency
- InSource – Do everything in house. Few companies are actually doing this
- Hybrid – A mix
The hard questions start with: What are the objectives? Can we meet the objectives with this new approach? What level of management support do we have? Can we measure a program to show benefit? What is our bench strength? Can the program scale? Many in-house programs fail to scale.