By: Cortland J. Fondon
Programmatic marketing, has taken online marketing like tsunami hitting the shore. It is wiping out more traditional forms of Internet marketing and accounts for billions of dollars in advertising buys. Already, some of the major brands have assembled in-house teams in an effort to save the cost of the brokers they pay to match them with publishers. Is this a good idea?
Self-service programmatic marketing seem to offer lots of benefits, that include:
- Data protection
- Cost savings
- Creation of core expertise for the brand or brands of your company
- Faster speed to market
- Account team consistency
What is the truth behind these apparent benefits?
Data protection is a straw man in deciding whether to go in-house or outsourcing. Either method requires companies to protect their proprietary data. Also, in-house companies still need a partner even if is just a SaaS that has access company duty to fulfill their contract. The best solution for data protection applied equally to full-service agencies and SaaS providers, that is to contractually protect your data in a way to allow a partner to get access to it. This solution makes all stakeholders more productive and give your marketing and retargeting campaigns higher performance.
Realistic budgeting determines which option, self-service programmatic marketing or full-service automatic. Most companies find that a hybrid where they use partners for a number of tasks give them the best return as partners are often expedient and cost-effective.
Creation of Core Expertise
Companies cannot argue that those operating a full-service programmatic marketing program have the ability needed to run the systems. However, nothing stops a brand from hiring or developing the talent on their own.
The greatest advantage for full-service providers is that they have two clear benefits:
- The first is that they make decisions about development resources to create and distribute special features including special features exclusive to their company,
- The second advantage is they easily access robust and direct support ranging from custom data to features under development.
This sets the stage for the most important question a company asks itself when considering self-service brand marketing.
Can brand marketers expand their knowledge from expertise only in the products and services that their company offers to include a knowledge base of strategy, tactical budget allocation, creative and choosing the best experts? Thenewly required knowledge is available immediately from a full-service agency.
Faster Speed to Market
In most circumstance, a rapid market response needs some form of enhancement or change to the technical platform. Running a self-service programmatic marketing program restricts in-house marketers to using the features available on their system unless they built it and support it themselves.
Full-service marketing companies do not have these barriers to rapidly getting to market.
Account Team Consistency
Excellent employers have consistent teams as there is less turnover. this applied equally to in-house brand teams, and a full-service agency. Neither has an advantage.
It seems that the best solution is for companies is to spend money to make money. Paying higher rates for premium services is often justified. However, companies that succeed with in-house efforts are likely to have a hybrid philosophy. These companies run self-service campaigns that are in line with in-house expertise and use external partners when they need their unique skill sets. The two are not mutually exclusive.