In-housing marketing is growing.
Digiday’s quarterly benchmarking survey found that about 83% of marketers are managing their marketing either mostly in-house or completely in-house. That’s up from the 55% of marketers six months ago who said the same.
60% of brand marketers surveyed by Digiday this quarter said they were managing their marketing functions “mostly” in-house, while 23% said they were managing it entirely in-house.
No brands said they were using agencies for all tasks, while only 5% said they were “mostly” using agencies. 13% said it was half-half.
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