In-housing of marketing teams isn’t boosting productivity just yet

Anne Freier

In Mobile Advertising. August 6, 2019

In-housing of marketing functions to boost productivity is not having the desired effect, according to research by Data and Marketing Association (DMA) and Mailjet.

A survey of 206 respondents found that brands were choosing to in-house their marketing teams in an effort to boost productivity (47%) and creativity (38%). However, just 32% of brands said they had actually noted a rise in productivity and 27% increased creativity.

“In-housing is not a binary choice. It’s not either/or. Our research shows one in 12 organisations are using what we have called a ‘blended’ strategy – combining the two,” said Tim Bond, head of insight at the DMA.

“The key for brands, whichever strategy they choose, is clear: bringing any marketing function in-house is just the first step. To achieve the results brands set out at the beginning of this process means investing in the skills, talent and technology within their organisations. The brands that are able to drive collaboration in this changing environment will be the ones that ultimately succeed.”

Among the respondents, 86% of brands are currently in-housing or planning to do so in the near future.  Another 87% have plans to maintain the same level of agency investment.

The greatest concerns for brands planning to in-house include the creation of echo-chambers (37%), a lack of agency expertise (41%) and search engine optimisation (37%).

At the same time, brand marketers are worried about having limited budgets (41%) and adopting new technologies (35%). Another 17% of brands cited the need for appropriate collaboration and communication tools.