Impaqt will license its search management tools, the search engine marketing firm said yesterday, an expansion from exclusively offering consulting services.
The Pittsburgh company will complement its campaign consulting with licenses to use its ExstoNet decision-support system, BidWise bid manager and Impaqt-IQ business-development system. Impaqt also will offer custom application development for combining non-search data and analytics in addition to market research services.
“We see the need next year is going to be much more data-centric,” said Richard Hagerty, Impaqt’s CEO. “We wanted to place ourselves in that space.”
Impaqt currently uses the search tools for its clients as part of its SEM consulting services. Now, agencies and other businesses can license the tools, starting at $1,000 monthly.
Hagerty said the tools would fill a market need for greater sophistication in search marketing as new forms of search proliferate, such as local search and contextual listings. A Jupiter Research report released last month concluded that three-quarters of search marketers do not use advanced bidding strategies and measurement techniques.
“The more that gets thrown in the mix, the more data intensive it becomes,” Hagerty said.