Shifting digital marketing in-house has helped brands adopt a digital-first mindset and produce new types of campaign content.
A Bannerflow-Digiday survey of senior European marketers found that majority of respondents have moved at least a part of their digital marketing functions, in-house. Similarly, 29% of the respondents increased their in-house team’s headcount by one to two people, while 28% increased it by three to five people.
53% of marketers no longer use external agencies for digital marketing. When it comes to adopting full digital competency within in-house marketing teams, the financial services industry is leading the trail.
The study also found that 67% of brands have increased their digital marketing initiatives. Additionally, 42% of respondents increased their volume of production to suit changing consumer demands. With 38% of respondents increasing their online influencer engagement, it is evident that influencers are going to play a crucial role in digital strategies this year.
[3 minute read]
