For long, the established pattern has been to outsource one’s marketing to specialized agencies. However, several companies are now debating whether to insource this. This is due to the slow transformation,discrepancies regarding cost transparency or even incomplete digital skills on offer. A study by the Association of National Advertisers, found pout that about three-fifths of those surveyed have now insourced their marketing operations. While most have mainly brought digital marketing inhouse, others like Pepsi, Unilever and Chobani have even brought back creative functions and strategy in. Some of the major ways in which in-housing seems to be benefiting some companies is the reduced cost, quicker execution and specific segmented targeting. Another massive advantage today is that beyond the one-time marketing, if inhouse, the company will actually own the data warehousing. This will allow it to leverage the customer relationship for a long-term. It frees up the organizational clutter allowing the company to develop internal capabilities. There are undoubtedly some risks such as the challenges in recruiting the right talent. So the company needs to decide thoughtfully on the pros and cons.

Source:https://www.bcg.com/publications/2018/time-to-bring-more-your-marketing-in-house.aspx?linkId=55100356&redir=true

Uploaded Date:25 August 2018