In, Out Or Something In Between: Trends In Marketing Services

The bad news for agencies and other external marketing services providers is that two-thirds of marketers are moving more toward in-house capabilities. The bad news is only 3% of them feel they have perfected the skill sets necessary to adequately handle them internally.

That’s the top-line finding from a study released this morning by NewBase (previously Publicitas International).

 

The study, based on personal interviews with 120 CMOs conducted recently by NewBase, also finds a broad spectrum from in- to out-of-house servicing, spending on the function and area of expertise.

Not surprisingly, when it comes to conventional advertising services, marketers are less reliant on their own in-house capabilities and perspective.

Ditto for research and analytics, indicating that they still believe in objective outside perspectives.

And for all the talk of programmatic media-buying shifting in-house, the vast majority of marketers either use outside services or a combination of in- and out-of-house servicing.

The area where marketers continue to consolidate their capabilities internally, not surprisingly, remains their overall marketing strategy, product marketing and consumer experience.

by Joe Mandese

 

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