24 Jan 2019
The study, which surveyed 200 senior marketing decision makers from brands, in-housing agencies, and consultancies across Europe, reveals that this in-housing trend is changing the face of digital advertising.
The research reveals a growing sense of self-assurance among marketing leaders. Of those questioned, 58% feel confident in their abilities to go it alone and run an in-house marking team.
The vast majority (96%) believe that as advertising technology and tools have become more widely available, marketers have felt able to take their marketing operations in-house. However, not everyone is so optimistic about the longevity of in-housing: 63% believe it is a passing trend.
Transparency was identified as a key trigger in this shift towards in-housing. 87% of decision makers said they had reservations about the level of transparency offered by agencies.
However, the study also revealed that the road to building an in-house marketing team is not always easy. 56% of those questioned identified a lack of existing talent and skills as the biggest obstacle in building a competent in-house team.
There was also some concern that in-house marketing could hamper creativity if short-term ROI goals took precedent over long-term strategic objectives.
If you're looking to advance your digital marketing career or move from an agency to in-house team, Stopgap can help. Get in touch with one of our experienced recruitment specialists today.
58 %feel confident in their abilities to go it alone and run an in-house marking team.