Roughly three-quarters of businesses manage their own analytics and social media marketing, while the remaining percentages of businesses outsourced their paid searches and display advertising.
The numbers come from a recent study conducted by Latitude and Econsultancy and cover information regarding how companies deal with their activities pertaining to digital marketing.
Seventy-five percent of businesses in the study managed their own analytics, and 73 percent handled in-house their social media marketing. Conversely, 30 percent of paid searches and 28 percent of display advertising were outsourced, managed instead by an agency.
The study also broke down which channels were more likely to be controlled in-house:
On the lower end of the scale, only 35 percent of companies said they controlled display advertising in-house, though 14 percent said they controlled it both in-house as well as outsourced the work. Forty-two percent of companies preferred to conduct their paid searches in-house, with 17 percent saying they did it in-house as well as outsourced the work.
Interestingly, 22 percent of companies in the study said that display advertising was not relevant, and 24 percent said the same about conversion rate optimization. That means an average of 95 out of 415 companies in the study are not even utilizing conversion rate optimization and display advertising.
Sources:
“A third of businesses outsource paid search and display: report.” 2014. Econsultancy.com
“Do you outsource your display, PPC or social?” 2014. Offerforge.com
“UK Search Engine Marketing Benchmark Report 2014.” 2014 Econsultancy.com
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