Public Relations & Social Marketing Insight

Here’s a significant trend described in a very fine digital marketing research report from SoDA — in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year.

This shift to marketing in house is even more remarkable considering the report also shows overall spending on digital marketing is going UP.The shift in North America is a little higher — 28 percent. The association describes this trend as “alarming” (if you work for an agency) but stops short of fully explaining why. They say that more agency work is focusing on innovation and specialized tasks but don’t really say why more companies are bringing work in-house. A lot more....

Month after month there’s increasing data showing us that marketing people don’t plan or measure enough. Our own Smart Insights survey broadcast to 40,000 marketers saw 69% admitting that there is no digital marketing strategy in their current role. It’s the same story here where only 46% have a content marketing strategy and this in-depth McKinsey study.

It appears that we’re quick to dive into solutions, new techniques, tactics and channels – but we lack the over-arching strategic thinking necessary to optimize for success. The good news is, this is a choice, and we can make different choices.

CEOs don't trust marketing

Worse, a recent survey by Fournaise Group in London highlights that senior executives don’t believe the marketing function demonstrates objective commercial thinking, with 73% of CEOs stating “marketers lack business credibility and the ability to generate sufficient growth”. 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs. Ouch. Though is it a surprise if the marketing function is, in some volume, admitting it lacks the necessary plans and strategy?...