Is it a good idea for your company to create its own digital marketing agency?
In the past, brands used a combination of agencies for key marketing functions such creative development. Many companies are looking to establish internal teams to manage functions like media buying or data analytics to increase efficiency and cost savings.
What’s the driving force behind this trend?
While efficiency is an important factor in this shift, the primary driver of the change is the quest by companies for more control over their digital destiny.
Which option is best for your company?
There is no universal solution to the problem of how an organization will mix its internal and outside marketing resources. Companies can choose between owned, outsourced or hybrid models, depending on their brand programming needs and the level of support they will need.
Small and medium sized business owners should be asking the following key questions when determining their mix, internal and extreme resources.
What is the cost to build and maintain selected marketing capabilities in-house, versus the projected savings?
Is it possible to successfully recruit the right talent to manage an in-house marketing department?
How will your technology infrastructure changes as you build this internal capability? What investments will you need?
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