77% of UK marketers create (ineffective) advertising tools in-house

Anne Freier

In Mobile Advertising. October 3, 2019

Advertising tools are the most common in-house-built technologies among UK marketers, according to new research from Mailjet, the email solutions provider.

A survey of 600 marketing decision-makers in the US, UK, and France found that 77% of them are currently developing in-house ‘homemade’ technologies. Advertising tools (77%), project management tools (76%) and email marketing solutions (73%) were the most commonly developed technologies.

Almost a third of UK marketers (27%) consider cost one of the main risks in using third-party technologies, followed by data security (21%) and reliability (10%).

“Deciding whether or not to trust your homebuilt solution to manage your marketing capabilities, or procure a third-party provider to reduce the workload on the team, are key considerations. Finding the right technology partner with the necessary expertise and ongoing consulting capabilities can often reduce the financial and resource cost of an already stretched team,” said Judy Boniface-Chang, CMO, Mailjet.

Over half of respondents (52%) complained that homemade marketing tools were more time consuming than third-party technologies. A third of marketers said they lost considerable time because they used new technologies, raising questions over whether homemade solutions may be less effective.

However, 38% said they were still trying to add the right skills to their team, having to identify gaps in knowledge and finding the right talent to add.

The study also highlights that security and data privacy issues are still the main barriers for marketers (51%) to use third-party solutions. Cost is the main factor for marketers not to opt for homebuilt tools.

“Maintaining an infrastructure that protects businesses’ data properly can be a full time job,” explained Judy Boniface-Chang. “Not to mention keeping up with the ever evolving laws and practices that have to be monitored and followed diligently. Data privacy and security has to be a top priority for businesses in a post GDPR world, but also the safe storage of confidential customer information.”