Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
Digiday Research: Over half of brands say they handle marketing ‘mostly’ with internal resources
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
In-housing marketing is growing.
Digiday’s quarterly benchmarking survey found that about 83% of marketers are managing their marketing either mostly in-house or completely in-house. That’s up from the 55% of marketers six months ago who said the same.
60% of brand marketers surveyed by Digiday this quarter said they were managing their marketing functions “mostly” in-house, while 23% said they were managing it entirely in-house.
No brands said they were using agencies for all tasks, while only 5% said they were “mostly” using agencies. 13% said it was half-half.
Here is what people are managing entirely inhouse: 80% said it was brand strategy, 55% said it was social media, while 57% said it was media planning and strategy. Coming in lower were programmatic and traditional ad buying, as well as creative production.
But even those, many are managing partly-in house.
More in Marketing
TikTok dangles cash, credits and fully-funded deals to supercharge U.S. Shop spending
The platform has shared a plethora of incentives, to motivate sellers to spend more money.
Agencies are racing to offer zero-click analysis tools, but monetizing them isn’t easy
Marketing services companies are rushing to answer clients’ zero-click queries. The jury’s out on whether clients will pay for those answers, however.
Influencer partnerships expand, though unevenly across the creator economy
The result is a creator economy caught between maturity and hesitation — growing up fast but not all at once.