COVID-19 impacts in-housing marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2021, 2:56 AM UTC

A BannerFlow survey looked to assess the various levels of competencies, independent or assisted, of marketing teams amid the pandemic.

Where 36% of teams are at a “full digital competency model”, 33% are being assisted by external specialised agencies. A hybrid model comprising of the in-house agency plus contractual work with other agencies is the case for 30% of teams.  

38% of teams let upto five people go “also significantly decreased their agency spend since the pandemic.” Gaining internal buy-in and successfully proving the purpose of in-housing are among the top challenges brands face.

Lack of funding to support in-housing teams and knowledge gap about programmatic buying are other top challenges. Further, the main skills being in-housed are content, media buying and design.

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