Summary
The deployment of search marketing programs across different geographical markets has led marketers to consider the support of an international search marketing agency, which offers advantages from scalability to expertise across languages and currencies. Forrester looked at the landscape of popular US search marketing agencies to diagnose how these providers are expanding their international capabilities. Forrester recommends marketers define the type of agency relationship and the depth of international search knowledge required before starting a vendor selection process and to create test scenarios set up in different markets to ensure that the selected agency has proven its capabilities in key markets.
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