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.
Online technologies move at a frightening pace, and
it is a big problem for businesses that operate online and that want to keep up
with the latest new trend or technique.
Is social media important? Even though there are still some who believe it isn't, today few dispute that it has at least some value.
Instead, the debate has largely shifted to another question: how is social media best applied to deliver meaningful results for businesses?
When it comes to that question, there is no shortage of consultants and firms offering to help companies find the answer.
Earlier this year, American retailer J.C. Penney learned the hard way: it pays to know what your SEO is doing.
As it turned out, the company's outside SEO vendor was up to no good, allegedly engaging in a paid link scheme. The outcome: a PR black eye, and a Google penalty. J.C. Penney's pain provided a lesson to all companies using outside vendors for SEO: just because someone else is doing the work doesn't mean that you don't need to know what they're doing.
SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.
Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.
Gawker's recent launch of a new design may prove to be one of the worst redesign launches in the history of the internet. It not only sparked an outcry from users, but let to a massive drop in traffic for one of the internet's most popular publishers.
In the face of what can only be described as an online publisher's worst nightmare, Nick Denton, the outspoken head of Gawker, has been unusually silent. Until now.
In an email he sent to staff, he admits that "the transition was definitely more bruising for readers and our own staff than
it needed to be" and discusses what is being done to rectify the situation.