97% of companies have moved at least part of their digital marketing in-house – Marketing Tech

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The past 12 months have completely altered the way brands approach their digital initiatives, according to a study by creative management platform Bannerflow, which surveyed senior European marketers to investigate how in-house marketing teams are evolving in 2022.
The report includes responses from businesses in a range of different industries, including entertainment & media, mobile & online gaming, retail & e-commerce, iGaming, consumer tech, financial services, telecoms, travel and CPG/FMCG.
The study found that more than half of respondents have increased in-house team headcount by one to two people (29%) or three to five people (28%).
The financial services industry is leading the way in adopting full digital competency within in-house marketing teams – cutting external agencies. And more than one-third in the entertainment and media space said their in-house teams were larger than 11 to 20 people
Other key insights include:
“In-housing continues to play an important role in ensuring success and resilience during what have been testing times. Indeed, external factors have once again helped to shape the state of in-house marketing in 2022. And it is clear that what was once called the “new normal” is now very much ‘normal’. Now is the time to take stock and define how in-housing continues to evolve.”
Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.
Tags: Bannerflow, digital marketing
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