I really liked this article because it’s spot-on, it unveils all the challenges we’re facing with our customers. One of the most important one, is that in-house marketing departments often fail to stay up-to-date with all the fast-paced changes in the world of digital marketing. Also spot-on on the clear sight while looking from the outside of the company, but I might add one condition, the consultant shall get himself up-to-speed with the activity of the company.
A lot of consultants/agencies are using powerful software that some marketing departments never even heard of, and that makes their job of seeing the bigger picture and actioning on the little bits that make an impact, way easier.
One more point I’d add, a consultant works over the years with various companies, gains a lot of experience in various domains, while a company’s marketing department sticks to their bit. That can have a massive impact, because let’s say Company A has used only google search ads. If they want to tackle Google Display Ads one day, they will be starting from zero, while a consultant would know all the requirements, most likely even be able to forecast what that campaign might bring in.
How about you? Do you work with a consultant or agency? or still doing everything in-house?