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Web Marketing Profession Steering Toward Consolidation

The direction of internet marketing industry has been changing upon several global factors and trends. It is speculated that web marketers will soon start consolidating their niche specialties into more full-service providers.

Most marketers have been working in specific niche since years, but now clients demand a wide range of services offered under a single hood, this requirement has led to the concept of consolidation. Larger clients don't want their web services (such as website design services, search engine optimization services, content writing services etc.) spread out amongst many providers. Most clients want these services conveniently provided from a single source.

M & A Toward New Web Marketing Models

To meet the increased demands of customers, internet marketing companies have two options.

The very first option is to merge with other small companies offering different services and form a larger more viable company. This option shall be highly useful for companies that work in a specific niche.

The second option is of acquisition of small sized firms by large ones, this shall help large companies to get empowered with the skills and services lacked by them. With large enterprises we don't mean giants like Google or Yahoo. A large firm could be one that offers web design, web development, and software development skills, but lacks associated skills such as copywriting or SEO.

To get the two latter services under its list of expertise, the web design company can acquire one or two companies that offer such services. Simply hiring a SEO and copywriting expert won't be sufficient for the large scale business of the acquiring firm. In one way or the other, internet and search engine marketing companies may have to change the way they work. Different approaches can be used for merging with different small companies; it can even be collaboration between two companies working in different parts of the globe.

A number of European and American firms have collaborated with small companies of good caliber in Asia; this helps them to get expert services at a very small cost.


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