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Does your New Year to-do list include 'hire a PPC specialist'?
How have your marketing teams changed and upskilled in the past two years?
Econsultancy's updated Organisational Structures and Resourcing Best Practice Guide reveals the state of digital marketing capability, in-housing and outsourcing, specialisation, budgeting, talent and training in 2015.
2014's Top 100 Digital Agencies report has revealed some changes in the agency landscape.
I've been looking at changes to the agency model. In part one I looked at PepsiCo's Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.
In this final part, it's time to discuss the demand for speed and agility, data's influence and changing pricing models.
Michael Nutley’s report for 2013’s Top 100 Digital Agencies began with the assertion that “now, more than ever, the only generalisation that you can make about the way marketers and agencies are working together is that there are no generalisations to be made”.
I’d go further in 2014 (see the latest Top 100 agencies report) and say that in many areas of marketing, client methodology is as varied as it has ever been, media volume is higher than ever and technology is eliciting tension in traditional agency models.
At the same time, customer expectation is soaring and transparency, or at least value, is increasingly the elephant in the room.
The aim for agencies is, of course, to provide value, but the continued digital transformation of clients is also making it harder for the agency to provide the right support.
Maturing marketing channels are increasingly integrated, dictating a converged media strategy. This is often better served by in-house expertise or by the embedding of specialist agencies. Project work, too, is on the increase.
“Change is constant” is one favoured aphorism of the marketing analyst. For agencies, if anything, the rate of change is constant, too.
Are social media management companies worth it?
Although ‘horses for courses’ applies, I’m going to attempt to address this question with the help of a few brand case studies.
Here it is everyone, your weekly dose of interesting digital marketing stats.
I'll admit that it's not a vintage collection this week but there's still some useful nuggets in there, including customer experience, outsourcing, digital skills and online privacy.
And for more of the same, download Econsultancy's Internet Statistics Compendium.
So, you think your manager is an idiot? Looks like you're wrong, as senior level employees have better digital knowledge than their juniors.
That’s according to preliminary averaged results from the Econsultancy Digital Skills Index, designed to test digital knowledge across marketing.
It seems that senior level digital employees can put their money where their mouths are as they scored higher than mid-level respondents, who in turn scored higher than junior respondents.
The average scores for each level of seniority were 67% for juniors, 72% for mid-levels and 74% for senior respondents.
The assessment will remain live and continue to hoover up data, so take the test if you’d like to benchmark your skills against those of your peers.
In this post I’ll reveal a few findings from the assessments so far and discuss them in light of the skills of the modern marketer (incidentally, the title of a new Econsultancy report in our Digital Transformation series).
The decision on whether to outsource specific digital marketing activities is impacted by a range of factors, but in general it comes down to resource and business priorities.
Some channels clearly benefit from being brought in-house, such as social media and content marketing, but others are just as effective when operated by a third-party.
The new UK Search Engine Marketing Benchmark Report published by Econsultancy and Latitude investigates which digital marketing activities are most commonly outsourced, with the results showing that three in 10 companies are conducting their paid search (30%) and display (28%) advertising entirely through an agency.
In contrast, three-quarters of companies handle their analytics (75%) and social media marketing (73%) in-house.
Achieving the right balance between building in-house capability and outsourcing is one of the defining questions of modern marketing.
Research conducted for Econsultancy’s new Best Practice Guide to Insourcing and Outsourcing indicates that this is an ever-shifting dynamic.
When combined with variations by sector and digital maturity, it means greater complexity for marketers and greater difficulty in establishing exactly what good looks like.
In the past few years, companies and brands’ digital ambitions have grown.
More and more sites and apps are being built for longevity, and customers increasingly want fast and functional websites that are both reliable and easy to use.
All of this has meant that in-house technical teams have seen their remits broadening and their capacities stretched. Now, as well as working on complex creative concepts, they’re expected to deliver the support and maintenance to sustain these technical builds.
The number of search queries for the term 'content marketing' has more than doubled in the past two years, reflecting an obvious fact: despite the fact that content marketing isn't new, it's of increasing interest to a growing number of companies.
Just how much interest is there? According to research by the Custom Content Council and ContentWise, marketers are increasing how much of their budgets they devote to content marketing and all told, 79% of marketers report moving into branded content "at a moderate or aggressive pace."
Digital agencies continue to rely on outsourcing to manage unpredictable workstreams and in order to tap into outside technical expertise, according to new research published today.
The Digital Outsourcing Survey Report 2012, carried out in partnership with United Studios, found that 57% of responding digital agencies are outsourcing work to freelancers, other agencies or to specialist digital production companies.
Before the advent of the internet and mobile phones, if you wanted to "reach out and touch someone" it often meant picking up the telephone.
Today, despite the fact that we have more ways to communicate than ever, many companies continue to pick up the phone in hopes that the person they're reaching out and touching will eventually become a customer. In fact, although it may be one of the least sexy marketing channels, telemarketing is for some companies still one of the most effective direct marketing techniques employed.