New research reveals the state of in-house marketing in 2022

by | Mar 8, 2022 | Marketing, Public Relations

A new report from Bannerflow, one of Europe’s fastest growing tech companies, and Digiday shows how the past 12 months have completely altered the way brands approach their digital initiatives, and due to this, in-house marketing continues to evolve.

The report includes responses from businesses in a range of different industries, including entertainment & media, mobile & online gaming, retail & e-commerce, iGaming, consumer tech, financial services, telecoms, travel and CPG/FMCG.

The report offers key insight on how brands are changing their approach, giving thought to other businesses who might be thinking the same thing.

“In-housing continues to play an important role in ensuring success and resilience during what have been testing times,” said David Lundgren, CEO of Bannerflow, in a news release. “Indeed, external factors have once again helped to shape the state of in-house marketing in 2022. And it is clear that what was once called the “new normal” is now very much ‘normal.’”

Key takeaways include:

  • More than half of our respondents reported they increased in-house team headcount by one to two people (29 percent) or three to five people (28 percent)
  • The financial services industry is leading the way in adopting full digital competency within in-house marketing teams—cutting external agencies
  • More than one-third in the entertainment and media space said their in-house teams were larger than 11 to 20 people
  • 29 percent of respondents state that their agencies have become less flexible with their fees
  • Respondents in travel (40 percent) reported that agencies have become more involved with marketing operations
  • 42 percent have increased their volume of production due to changing consumer demands
  • Influencers are going to play a key part of digital strategies in 2022, with 38 percent increasing their online influencer engagement
  • Content creation is the key skill industries want to improve upon (26 percent)
  • The main way in-housing has helped brands become more innovative is having a digital-first mindset, and in turn this has produced new types of campaign content (43 percent)
  • 53 percent no longer use external agencies for digital marketing, and are fully independent

Now is the time to take stock and define how in-housing continues to evolve.

Download the full report here.

The firms surveyed senior European marketers to investigate how in-house marketing teams are evolving in 2022.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


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