©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The prominence of agencies in today’s digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn’t seem like a viable option. Agencies aren’t perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it’s not so simple.
No two businesses are the same, so what gets outsourced and what remains in-house will obviously vary from company to company. But all businesses with in-house marketing staff face many of the same challenges.