Survey: Marketers expect to take more digital work in-house

More marketers are looking to handle more digital marketing work themselves, using their own data and analytics teams to handle integrated online efforts, according to the State of Marketing report from the Chief Marketing Officer Council. Some 59% of marketing chiefs are training staff on digital and 36% are planning to add employees who can handle digital work. “Whereas before the agencies had a huge amount of influence, now the companies are going to have the insights about the effectiveness of these campaigns,” CMO Council’s Donovan Neale-May said.  Financial Times


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