In House Marketing Rarely Works.

The 3 Biggest Issues With In-House Marketing                        

                                                             

SMEs and large companies alike have always debated whether to have their marketing outsourced or done in-house. Although some businesses are able to do in-house marketing effectively, most companies find it difficult to do so. This is no surprise as most companies are created by the premise of excellence in your core business, be it fashion, financial services, or health products. This translates to a company with operational excellence; however a low understanding of the value and potential of great marketing practices. Let's address some of the most prevalent issues faced by those businesses that choose to conduct in-house marketing.

Inefficiency Through Lack of Marketing Expertise

In a large number of cases, in-house marketing is inefficient as the activities are not handled by marketers. This is a result of marketing being conducted by employees who have other functions as well, such as admin, or sales personnel. These individuals are already tasked with other business functions that the marketing activities are not being handled as efficiently as they should be. As business owners, it’s important to realise that marketing is not a secondary function of your business. It plays a pivotal role in the attraction and retention of customers, and if it is not done correctly, you won’t be able to benefit from all of potential business you could be receiving.

Therefore, if you’re looking to conduct your marketing in-house, ensure that you employ marketers to ensure efficient and effective marketing. Avoid lumping the marketing duties to those individuals who aren’t specialised in such activities.

It Isn’t Impartial

When marketing is done in-house, it is usually difficult for those individuals to remain impartial in their assessment. This impartiality impedes the ability for individuals to see what is working and what isn’t. Furthermore, sometimes it is necessary to scrap ideas which aren’t working, and for in-house marketing, these decisions are harder to make.

Outsourcing your marketing has the benefit of working with individuals whom are not emotionally invested in your activities, and thus, are able to scrutinise your current activities objectively.

Lacking the Ability to Execute Ideas

 Another issue which occurs is that in-house marketers may be able to generate great ideas, however, they lack the know-how to implement them most effectively. As your marketing is done within your business, the individuals may lack the experience, freedom, and contacts to be able to realise their full potential. This issue is understandable as businesses have great expertise in their core functions, rather than marketing. However, it is an issue which should be taken seriously and dealt with as soon as you realise its presence, otherwise, you’ll continue to generate great ideas with poor execution.

If this sounds like something you are experiencing, why not get in touch and get a coffee with me and share a coffee?

Blog co - written by myself and our lovely intern Rinaldho.


Sharon Latour

Sharon Latour

Queen Bee/CMO at Marketing Bee

I hail from Mauritius, an idyllic island off the coast of Africa and moved Down Under as an international student. Being in a corporate job wasn't for me so I took my own path with $450 in the bank. I've always been passionate about SMEs and after seeing so many struggle digitally, I founded Marketing Bee. We are Australia's first cloud-based marketing department, providing digital production, social media strategy, web development and everything in between for our clients here and overseas.

Marketing Bee

Marketing Bee 1 FOLLOWER

Marketing and communications


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Wendy Huang

Wendy Huang , Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

I agree with the objectivity issue, sometimes when you've seen something 100 times its very hard to remain objective, especially when the business is something you've put your blood swear and tears into, no matter what you do sometimes it's not hard to have the feeling of attachment cloud your vision.

Phil Joel

Phil Joel , Director at SavvySME

Reminds me of a time when I worked for a company that had the IT Manager in charge of Marketing and ran into the issues Sharon mentioned in this great article. Good stuff Sharon - the issues are certainly very real and not just from an external Marketing professional's point of view.