Modern business is a set of dynamic and integrated processes where marketing plays a crucial role.
Marketing provides a connection between the company and its existing and new customers; raises brand awareness, reliability, and customer loyalty, and ensures that marketing offers are effectively communicated and positioned in the market, based on data analysis, digital technologies and in-depth understanding of consumer behavior.
As the company develops, there comes a time when you have to decide whether to hire an agency or build your own team of in-house specialists to support marketing activities.
Although the issue seems complicated at first, there are things to consider making a decision in favor of one or the other solution.
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1. Evaluation of resources and budget
An in-house marketing department requires skilled specialists and various systems and programs to perform its functions on an ongoing basis. Initially, these tools may be relatively simple, however as the company continues to grow, the development of technology, the increase in the amount of data, and the number and complexity of the tools used increases.
Usually, an in-house marketing department of a medium-sized company consists of 2-3 employees, each of whom is responsible for a specific marketing area. The employers’ idea that it is possible to attract “universal soldiers” most often turns out to be false, because with the never-ending development of digital marketing, it is no longer possible for each professional to be equally advanced and effective in all areas of digital marketing. For this reason, it is often necessary to attract additional outsourcing specialists for specific tasks.
Compare the costs of your in-house department with an outsourced professional marketing agency. Partnering with an agency may require higher initial costs, but in the long run it can be more profitable when compared to the cost of maintaining an in-house team.
2. Experience and expertise
In case the in-house team does not have enough experience, then the agency can provide invaluable expertise that can be decisive in many situations. Agencies often invest resources in certification of their employees in various areas such as Google Ads, SEO, email marketing and other important marketing disciplines. These certifications ensure that the agency team is well informed about the latest trends, best practices and technologies.
In addition, agencies monitor the frequent changes in Google’s algorithm on a regular basis, as these changes can significantly affect search engine optimization (SEO) strategies and paid advertising campaigns. The agency’s experts optimize clients’ marketing campaigns in accordance with the latest changes in order to maintain a high level of efficiency.
Besides, agencies frequently participate in dedicated forums, conferences and networking events where the latest industry developments, innovations and best practices are discussed. Such active engagement and networking ensures that agencies are well informed about the latest trends and can offer innovative and effective solutions to their clients.
Agency specialists not only gain theoretical knowledge, but also practical experience working with various clients and projects.
Summarizing the above, let’s make a clear comparison of advantages and disadvantages.
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Advantages and disadvantages of a marketing agency
Advantages:
- Expertise: agencies often have extensive experience and specialized knowledge in various marketing areas.
- Resources: agencies have access to tools, technology and teams that can execute marketing campaigns quickly and efficiently.
- Professional “view from the outside”: the agency can provide a new and objective view of the company’s marketing strategy.
- Costs: in the long run, agencies can offer more cost-effective solutions because they come with an access to extensive expertise and resources that would be expensive to maintain in-house. This means that the company only pays for specific services when those are needed, not for the constant maintenance of employees.
Disadvantages:
- Lack of control: when working with an agency, it can be more difficult to ensure full control over marketing activities and strategy.
- High initial costs: initially the costs of the agency’s services may be high. These include both the initial consultation and service costs.
Advantages and disadvantages of an in-house marketing team
Advantages:
- Control: complete control over the marketing strategy and activities, which allows you to quickly respond to market changes and your company’s needs.
- Coordinated actions: ensured communication and cooperation between the marketing team and other departments.
- Inside knowledge: an in-house specialist is always informed about current events, changes and further plans in the company.
Disadvantages:
- Costs: maintaining an in-house team can be expensive, especially if particular specialization and training are required.
- Resources and expertise: it may be difficult for a smaller company to provide the necessary resources and expertise in all areas of marketing.
Conclusion
When choosing between a marketing agency and an in-house team, the company’s size, resources and specific marketing needs should be taken into consideration. Small and medium-sized businesses, startups and companies with limited marketing experience or specific marketing needs often benefit from agency’s expertise and resources.
For large companies with sufficient resources and long-term marketing strategies, it is better to build an in-house team that provides greater control and coordination with other company departments.
