Wave Report

The Forrester Wave™: US Search Marketing Agencies, Q1 2011

iCrossing Takes Top Honors, With 360i And Impaqt Close Behind

January 31st, 2011
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Nate Elliott , Kate van Geldern , Angie Polanco

Summary

Forrester's 60-criteria evaluation of search marketing vendors scores iCrossing the best because of its forecast-based approach to campaign planning, qualitative and quantitative research skills, experience with emerging media, and clear strategic vision. 360i — a repeat Leader — follows closely due to its excellence at social media strategy, program development, and optimizing "off-site" assets — like videos or blog content. And Impaqt bests larger rivals with near-perfect scores on its current offering. Strong Performers have varied strengths. Rosetta's account team structure supports integrated marketing, while Performics matches performance marketers because of its legacy and pay-for-performance pricing. iProspect has a vast international footprint. Razorfish has great ideas but poor SEO execution. And Covario is best for SEO automation. The Search Agency lands as a Contender due to its limited scope for enterprise-level solutions.

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