200 marketers across Europe were surveyed.
The author highlights that brands move digital marketing in-house primarily because its saves cost and delivers better ROI. However, a report cited in the article revealed a link between improved ROI and increased creativity.
As per the research, six in 10 marketers experienced a higher level of creativity upon moving traditional agency functions in-house. The study identifies ROI as the key reason for brands opting for in-housing.
Where 3% of respondents saw no improvement, 58% of brands saw positive ROI since they moved digital marketing in-house. Further, addressing transparency and reaping its rewards is the key reason for in-housing for 39% of brands.
[3 minute read]