Efficient marketing: internal department or marketing agency?

 

Nowadays, even marketing agencies turn to other marketing agencies for certain services. Modern marketing is not only about advertising. In fact, marketing does not mean advertising at all - it means strategy.

 

We evolved quickly, we kept testing and trying again, then we drew conclusions. Still, many companies have forgotten the fundamental marketing principles while chasing new followers and customers.

 

Theoretically, you need both an internal department and an agency to achieve an efficient and effective marketing. The tasks are divided as follows:

 

Tasks of the internal marketing department

 

 1. Brand positioning

 2. Market penetration

 3. Price strategy

 4. Promotion strategy

 5. Product strategy

 6. Distribution strategy

 7. CRM and customer support

 8. Marketing plan - defining objectives, defining the marketing budget, establishing the target group

 9. Communication directions

10. Marketing analysis

11. Sponsorships

12. Coordination of third parties

 

 Tasks of the marketing agency

 

1. Create the infrastructure for online marketing

1. Web Design
2. Website
3. Landing Page campaigns
4. Design and creative
5. Photo and video content
6. Text content
7. SEO

 

1. Implement digital marketing activities

1. Social media management
2. Implement digital campaigns
3. Monitor digital campaigns
4. Streamline marketing budgets through specific actions
5. Analyze reports
6. SEO 

 

1. BTL (below-the-line) Marketing 

1. Events
2. Outdoor advertising 
3. Direct email marketing 
4. Brand activation
5. In-Store Marketing

 

1. ATL (above-the-line) Marketing

1. Press articles
2. Radio campaigns
3. TV campaigns
4. Posters
5. Flyers
6. Brochures

 

1. Market Research

Most of the tasks mentioned above can be performed remotely. Marketing agencies can offer many benefits for their customers, such as:

• Past experience and metrics for reference so they will manage the marketing budget efficiently
• The expense is 100% deductible
• They already have the necessary equipment for implementation (phones, laptops, photo / video cameras, printers, machines, etc.)
• They come up with new ideas that can be successfully implemented immediately
• They are up to date with the new trends
• They are efficient and meet the delivery deadline
• They are transparent and take responsibility
• They are ready to start the tasks from the first day of collaboration
• They can be contracted for certain tasks in a project
• Contracts can be terminated immediately without compensation
• The internal marketing department has the obligation to verify the contracted agency and to communicate to it any change that influences the marketing panel.

 

Can a marketing agency replace an internal marketing department?

Yes, but only if a project manager is assigned and the agency has vast experience in the contracted field.

For example, at Remote Marketing or ADKPI Solutions, we successfully manage projects in which we have replaced the marketing department of large companies in the automotive industry, but we do not have the necessary knowledge to replace a department in the pharmaceutical industry.

 

Can an internal marketing department replace an agency?

Sure, although the costs for complex marketing activities would be very high. You should employ the following positions:

1. Digital Marketing Expert - average gross salary per month: 2,000 euros
2. Programmer - average gross salary per month: 4,000 euros
3. Creation and web design - average gross salary per month: 3,000 euros
4. Marketing manager - average gross salary per month: 3,000 euros
5. Copywriter - average gross salary per month: 2,000 euros
6. PR - average gross salary per month: 2,000 euros
7. CRM Specialist - average gross salary per month: 2,000 euros

The result is a cost of 18,000 euros gross per month. With a marketing agency, the cost would be cut to at least half of this.

In corporations there are key positions for each task. In some cases, the key positions have their own teams.

For example:

I. Marketing Manager 

1. Product manager

1. Product specialist (category 1)
2. Product specialist (category 2)
3. Product specialist (category 3) 

 

1. Price manager
   1. Price specialist (category 1)
   2. Price specialist (category 2)
   3. Price specialist (category 3)

 

1. Brand manager

1. ATL agency
2. BTL agency

 

1. CRM Manager

1. CRM specialist
2. Call center agency
3. Programmer
4. CRM Analyst

 

1. Marketing Digital Manager

1. Social Media Specialist
2. Programmer
3. Web designer
4. Copywriter
5. Google specialist
6. Digital marketing agency

 

1. PR Manager

1. Copywriter
2. PR agency

The larger the company, the more positions are implemented. Some corporations have over 1,000 employees in the marketing department while still collaborating with dozens of marketing agencies.

The bottom line

The secret of effective and efficient marketing with spectacular results is a mix between an internal department and a marketing agency.

If you have read up to this point, thank you for your interest and we hope that this article was helpful.

If we can help you, do not hesitate to fill in the contact form.

 

Sincerely,

Andrei Drăguș – Remote Marketing