WWW 2012 Resourcing
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The document analyzes B2B digital marketing practices in 2012, specifically the outsourcing versus in-house management of various marketing channels. It highlights that the majority of companies tend to manage resources internally, particularly in social media and email marketing, while PPC and digital advertising see more outsourcing. Additionally, the average company utilizes around three external agencies for their digital marketing activities.
WWW 2012 Resourcing
- 1. What Works Where in B2B Digital Marketing 2012 Resourcing – in-house vs outsourced
- 2. WWW 2012 2 Q: To what extent, if at all, do you outsource activity in each of the following channels to external agencies as opposed to doing it in-house? 7% 9% 4% 44% 38% Don't do 58% 57% 65% 60% All or mostly in- house 23% 26% 17% 18% Half outsourced/ half-inhouse 7% 7% 16% 18% 12% 35% 23% All or mostly 15% 18% outsourced 10% 12% Social media Email marketing Affiliate marketing Extranets Website development SMS/MMS Majority resource in-house
- 3. WWW 2012 3 Q: To what extent, if at all, do you outsource activity in each of the following channels to external agencies as opposed to doing it in-house? (Continued) 19% 21% 31% 34% 34% 42% 47% Don't do 27% 27% 22% 15% 28% 24% All or mostly in- house 13% 20% 15% 12% 10% 7% 11% 10% Half outsourced/ half-inhouse 34% 36% 35% 31% 30% 33% 30% All or mostly outsourced PPC Digital advertising Online video/ podcasts SEO Microsites Mobile optimisation Mobile apps Majority outsource
- 4. WWW 2012 4 Q: How many external agencies do you outsource your digital marketing activity to? Mean = 3 agencies 28% 27% 20% 10% 7% 5% 2% 1% 0% 0% 0% 0 1 2 3 4 5 6 7 8 9 10+
- 5. Thank you To view the research in full, visit: www.omobono.co.uk/wwwb2b For further information please contact Fran Brosan fran@omobono.co.uk or call 01223 307000 ©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and creative concepts developed and contained in this document remain the intellectual property of Omobono Ltd until such time as they are procured by a third party. Anyone viewing this document may not use, adapt or modify the contents without our prior consent. Omobono Ltd. T +44 (0)1223 307000 St Giles Hall F +44 (0)1223 365167 Pound Hill Cambridge CB3 0AE, UK www.omobono.com