Should You Keep Your Ecommerce Marketing In House? 3 Questions To Ask
The marketing industry is changing, with digital marketing leading the disruption. With countless new tools and more being released regularly, marketing has become more and more specialized. It’s had to. There are simply too many tools and tactics to keep up with. Each specialty from user experience to conversion optimization to analytics, social media and content require deep expertise to really be executed well.
So what does this mean for businesses and their marketing teams?
Typically, big brands have massive in-house marketing departments… but this is starting to change. There are beginning to collaborate, and hire specialists and consultants in order to keep up with the latest trends in digital marketing.
The days of finding any mere human marketer that can do it all are long gone.
So what are your options?
Fully In-House Team
You can, of course, stick with a fully in-house team. And this has its advantages. You have full control and the ability to be more agile then when working with an outside team.
However, with an in-house team, you’re forced to hire jack-of-all-trades type marketers. You likely cannot afford to hire specialists for every area, so you end up lagging behind the industry in terms of marketing prowess.
This is also typically the most expensive option.
Fully Outsourced Team
The other extreme is to have a fully outsourced marketing team. While this tends to be the lowest cost option, it’s also the lowest quality.
The low quality does not reflect the ability of the specialists you hire. In fact with a fully outsourced team, you are probably getting the most specialized digital marketers there are. But it is difficult for a fully outsourced team to authentically represent your brand and your culture and engage with your audience in a meaningful way.
They can try, but without an intimate understanding of your brand and your company, it is simply not possible.
The content and the culture, the overall strategy, must come from within the company…which brings us to our third option.
The Hybrid Model
Combining your in-house marketing team with a team of outsourced specialists and consultants allows your company to stay at the center of your marketing while being able to keep up with the latest trends and technology in digital marketing.
Your in-house team is responsible for setting the overall strategy and generating authentic content that is consistent with your company culture.
This cannot be outsourced. But with your team at the helm, you can hire outside specialists to help your brand create the emotional connection you want with your customers.
With this option, you can create a quality and authentic emotional connection with your audience through your marketing, and create highly specialized campaigns through the channels that makes sense for your brand. Your company is free to focus on what you know best – your products, while your partners specialize in the rest.
Not to mention, you get the most for your money.
There is no one-size-fits-all marketing strategy.
Each company needs a different prescription of marketing services in order to be successful. And this prescription changes over time. Outsourcing specialized marketing services allows you to explore the right channels at the right time, instead of getting locked in to a specific skill set with your in-house team.
In order to win in any channel, you must be an expert. And with sheer amount of marketing platforms emerging, you can’t go after every one.
In the very near future, specialists will rule the world of digital marketing. Generalists simply can’t keep up.