Digiday Research: In-housing saves money but retaining staff is tough
Talent remains the biggest challenge for brands managing their marketing operations in-house. In a survey of 53 brand marketers, all of whom have in-housed at least some marketing functions, 43% of them said they “disagreed” with the statement that in-housing has made it easier to hire and retain staff. Only 527% said they agreed strongly with that statement.
The survey also asked about some other effects of in-housing. Three-quarters of respondents said it had improved speed and agility, while 68% of respondents said it had reduced marketing overhead costs.
Marketers are doing more work in-house than ever before. In a survey of 67 brand marketers by Digiday this fall, only 17% of respondents said they were “mostly using agencies” for marketing tasks, while no respondents said they’re completely relying on agencies.
About 53% of respondents said they’re managing their marketing either 100% or “mostly” in-house.
These findings are mostly in line with the Association of National Advertisers, whose July report found that 78% of its members have an in-house agency, up from only 58% in 2013.
What brands are taking in-house varies. About 70% of respondents said they’re managing all brand strategy in house, while programmatic ad buying — probably the hardest function to build an in-house team for, is only being managed in-house by 23% of respondents.
‘There was nowhere to air it’: Why a CBD brand is leveraging digital video as part of its ad strategy
Two years after the Farm Bill legalized hemp, CBD brand Sagely Naturals is adding video advertising to its marketing strategy.
Consultancy businesses tried to promise they’d upstage agencies — it hasn’t really worked like that
So far this year there has been about $15 billion dollars worth of media billings by advertisers to marketing services businesses — none of which has gone to consulting firms.
How esports org 100 Thieves will boost its M&A strategy with $60M in Series C funding
As esports organizations expand their offerings in search of a cohesive and profitable business model, the acquisition of new companies can help bring in fresh ideas and unique revenue streams.
SponsoredMarketer’s playbook: Delivering performance alongside privacy
Jonathan Meltzer, director of marketing, ads privacy, platforms and measurement, Google One way to prepare any business for what’s next in 2021 and 2022 is to invest in data and insights. However, shifts in consumer expectations challenge even the most experienced marketing team to find safer ways to show people ads and measure campaigns. To […]
‘Brands have really taken note of this interest’: How Sanctuary is partnering with brands as Gen Z, millennials seek out astrology content
This year, brands like McCormack, Venmo, Away, Benjamin Moore and Le Creuset have worked with Sanctuary to create custom branded content -- matching paint colors, spending habits or cookware to specific astrology signs, for example -- that’s then posted on Sanctuary’s Instagram page.
Myth buster: Misconceptions about the relationship between gamers and brands
With activity in the space ramping up, brands that are leery of getting involved in gaming could be leaving money on the table.