Business is changing and so is the marketing.
Large advertising agencies are struggling to keep up with the current trend in consumer relationships, and as a result, more marketing is being done in house.
So much of marketing relies on adapting to the current consumer environment and responding quickly to what is posted. The typical ad agency cannot do that: they don’t have the people power or the decision making ability to respond that quickly. As a result, the marketing plans are falling flat or are not able to take advantage of new developments.
In an attempt to counter that, businesses are looking to do more of their marketing in house. This means that they have a team that is able to adapt and respond quickly to changes. To be fully effective, they need to understand what the ad agencies do.
For a business to truly turn in house, they have two options: hire a full marketing team that creates all the advertising, marketing plans, evaluates their effectiveness and is able to respond accordingly. Alternatively, they can work with an outside agency with expertise in marketing to develop a plan and oversee the global implementation of that plan and have an in house response team that monitors social media, analytics and communicates directly with hired agency. This can help decrease the lag time in response and still provide for the expertise and evaluation that is vital to running a successful campaign.
For those companies that have the budget for a full marketing program it can make sense to shift things in house. For others, it is still necessary to work with a professional company, but having an in house team can really help campaign reach its full potential.
https://hbr.org/2015/07/6-
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