• by Dave Ragals , Op-Ed Contributor, September 20, 2016

As advertising and marketing technology continues to evolve, digital marketers are increasingly grappling with the question of how to use it best -- and when to use their  own resources versus those of an outside team.

Agencies offer fully outsourced management, while self-service options offer greater control, but require a major time investment from your team. But this isn’t an either/or scenario. A third hybrid option offers marketers strategic control while leaving execution to the tech experts.

Choosing the right option can seem overwhelming, but some key factors can be used in the decision-making process to guide marketers in the right direction.

When to Use an Agency

Agencies are considered the standard option when you’re looking to outsource strategy. In other words, you have an overarching goal, but you may not know how to develop the right strategy to get you there, and you lack the internal resources and technical know-how needed to get results.

But while agencies may perform well, they won’t provide the transparency that would come from working with individuals more closely on your own team or in a mixed-service model. Working with agencies can also be costly. You may find yourself paying for services you don’t necessarily need or use, similar to signing a contract for a cable service that delivers 500 channels, when you only need or want 10.  The cost of switching agencies can be high, both in dollars and in the time and value lost, since learned agency expertise doesn’t transfer with you, leaving you to start from scratch.    

When to Go Self-Service Technology

So, you’ve got the know-how and the right people to manage your tech. That’s when choosing 100% self-service technology makes sense. Think of it as cutting the cord on the cable company that is an agency.

One of the benefits of this kind of model is complete control over strategy. When you have a fully built-out team and solid long-term and short-term goals in place, control can often be the most important factor in making sure your plan stays on track. It’s no small task, which is why  many marketers decide against self-service. But for the team that has the dedicated time and expertise, it can work.

When to Go Technology-Plus-Service

So, is there something between signing a contract for 500 channels and completely cutting the cord? The answer is yes, and that’s where the technology-plus-service model comes into play. This solution is ideal for a team that has the knowledge to set and manage strategy, but doesn’t have the kind of day-to-day expertise or time necessary to keep firing on all cylinders.

Similar to the way digital streaming services are transforming viewing experiences -- allowing users to cherry-pick channels and television shows based on their interests -- tech-plus services offers a strong middle ground for marketers who don’t require a full-service agency, but don’t have everything they need to run the tech themselves.  It’s a performance-driven model similar to an agency, but with an added layer of transparency because the system is still being managed and controlled by your internal team. The tech-plus-service route can help ease the daily pressure of keeping up with an infinitely changing landscape without remaining completely in the dark.

Whether you’re looking for the full “500 cable channels” of an agency, the “cord-cutting” philosophy of DIY, or the “personalized streaming” of tech-plus-services, knowing your team and your goals makes the selection process far less complex.