23/06/2015

By Heshaam Hague of ParcelHero

Marketing has remained a primary directive for any successful business, but being able to adapt to a constantly evolving digital landscape has proved one of the greatest challenges a modern businesses face. Bringing your marketing in-house is one of the best ways to ensure your brand maximises its marketing and commercial potential. Here are 5 reasons why.

You Control Your Brand

A third of all online retailers are now considering moving their entire marketing efforts in-house. One of the reasons for doing this is to gain full control over how their brand appears to consumers. When outsourced, explaining the varying ins and outs of your brand to someone who hasn’t grown with it can be arduous, with the possibility of your brand message being lost or diluted in translation. Retaining complete ownership and control over brand delivery ensures that risk is almost eradicated.

You Can Save Money

Outsourcing can be an expensive option, especially for young businesses finding their feet. Cost-cutting, from sending items with an international courier to bringing your marketing in-house, reducing outgoing resource is essential. This is possible if you have members of the team who are skilled in this area. Members of staff who need a little more training in digital marketing can easily obtain this through training agencies. Your initial costs in this manner can increase, but the long term benefits of having your marketing team in-house far outweigh the initial cost. Social media marketing for example can be largely automated with free access to enabling software.

With the savings you make from skipping the middle man, your company can re-invest back into developing better strategies and technology, which can further drive performance. Marketing experts have also cited the cost saving nature of publisher-to-brand marketing, avoiding third party mark-ups.

Data Ownership

As a business, especially a digital one, gaining access to data about your consumers is absolutely vital. The more data and information about your customer you have, the greater the chance of delivering a product that will inspire and generate a purchase. When working with outside agencies, who owns that data and who has access to it can be blurred. Marketing agencies love data, it enables them to provide better services to all of their clients, not just you.

By bringing your marketing in-house you retain full ownership, especially in regards to historical data performance, where valuable information can be provided for future campaigns. Another important factor is data transparency. Increasing numbers of brands require a high level of transparency with their advertising. By retaining complete control over this you gain a direct insight into what makes your advertising work. This is critical information for planning future campaigns and making the right bids for advertising.

In-House Marketing is Sustainable

Depending on what type of business you have, if your product is continuously changing, communicating with an out-of-house agency can prove problematic and impractical. Retaining your marketing staff in-house guarantees those who are promoting your product are as familiar with it as possible. An initial drawback of this can be the cost associated with kitting your new internal-marketing department out with the tools necessary to provide a level of service that competes with an external agency. Again, however, the long term gain far outweighs the initial purchasing costs of marketing software.

Finding the right balance of marketing professional with brand knowledge can be tough, especially when seeking outsourced help. By recruiting from within, or retaining full control over those few people by having them based with you can ensure the brand message is never lost.

Personalised Marketing

Personalising marketing strategies is becoming an increasingly common development for major companies. This is due to the rise of consumers using mobile to purchase their goods. This mean a retailer must provide a clearly accessible and highly convenient route to purchasing their products. So a flexible, responsive marketing operation is essential. This enables the company to react quickly to changes, trends or more specific requirements from their consumer base — without the need to wait for a marketing agency. After all, who should understand their customer better than the company selling them their products?

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