The In-House Agency Forum (IHAF) in partnership with Forrester Research is out with a new report that finds the majority of digital marketing is now produced in-house.
The findings indicate that 89% of in-house agencies develop and/or execute digital marketing assets. And, while there continues to be a mix of internal and external agencies involved, in-house resources are responsible for the bulk of the work.
Nearly 80% of social media is insourced and 20% outsourced, 72% of digital strategy and planning is insourced versus 26% outsourced and 73% of digital creative development is insourced versus 27% for outsourced.
Also, 70% of digital content is produced in-house while the rest is outsourced per the report, titled "Debunking the In-House Myth."
That said, a large percentage — 47% — of digital media continues to be handled by external agencies with 46% of digital media planning and buying executed in-house. For programmatic buys, 43% is outsourced and 33% is executed in-house.
“The sheer scale of insourced digital marketing functions compared to outsourced functions illustrates how in-house agencies have grown in both popularity and digital marketing maturity over the past decade,” says principal analyst at Forrester Research, Jay Pattisall. “Equally significant is the high-level integration of digital and offline teams. In-house agencies can fully deliver on CMOs’ end-to-end digital campaign needs.”
The report is based on a survey of 288 companies spanning 30 different industries. Respondents included in-house agency leaders, client-side marketers and external agencies/vendor partners.
The full report can be downloaded here if you’re an IHAF member.