A third of businesses outsource paid search and display: report

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.