If there’s one marketing trend that most agencies would love to see die off, it’s the ongoing migration of marketing functions from outside agencies to in-house marketing teams.
Where did this trend begin? It’s easy to blame everything on money; we know that the cost of outsourced marketing is one of the biggest concerns for CMOs around the world. But that’s not the only reason brands are turning away from agencies and building up their in-house teams.
New technologies are expanding in-house teams’ capabilities. By in-sourcing different elements of their marketing – such as digital advertising, creative, design and media buying – and combining this with the clever purchase of the right technologies, businesses are doing the following:
- Using emerging marketing technology to take back control of their brand’s reputation and customer experience
- Becoming agile enough (thanks to technological advances) to navigate the lightning-fast modern marketing landscape
- Increasing productivity while decreasing overall costs
- Allowing for greater innovation and risk-taking
- Creating an in-house team with a deeper, more visceral understanding of the brand (which allows for more effective marketing overall)
As you can see, technology is what drives this trend. In-house teams are becoming more viable because of the emergence of new marketing technologies that allow those teams to reduce costs (especially compared to the cost of outsourcing to an agency).
Still, other factors are at play.
1. Passion and control
The Achilles’ heel of every outside marketing agency is its inability to intuitively understand a brand at the same level as the brand’s employees do. That’s simply the nature of the business – it takes time for an agency to learn about a new client, become accustomed to brand voice and tendencies, and get a feel for management and the direction the brand’s ambassadors would like to move in. Though