Old internet marketing hands will recognize the phenomenon. ClickZ reports that agencies are discovering that winning new clients in the search engine marketing field comes only after a great deal of client education. Quick to revert to their habitual assumptions, marketers need to think outside of their normal patterns, for example understanding that the trafficking and monitoring that was 20 percent of the work in media buys is likely 80 percent of the search campaign work. The report indicates these lessons slow the process of hiring SEM firms.