Internet retailers moving to ‘in-house’ marketing

Over the last six months, we’ve spent a lot of time talking to online retailers about their approach to marketing and the challenges they face, trying to understand how best we can meet their needs with the launch of Frankly eCommerce.  One trend that’s struck us as becoming increasingly prevalent during 2009, is the drive towards ‘in-house’ marketing.

Why ‘in-house’?

1. Without doubt, there continues to be a squeeze on costs as all businesses look for ways to trim expense.  Agencies and consultants are often first to go.
2. More significantly than that, ecommerce merchants are looking for sustainability.  Training existing staff to fulfil cross-disciplinary  roles not only improves their own value and self-esteem, but adds value to the team as a whole.
3. A unified approach is much easier to manage under your own roof, avoiding the strategic fragmentation that can occur when using a selection of specialist agencies.
4. Existing staff will be better tuned in to your brand values and the profile of your target customer so you’re efforts are likely to be more ‘on brand’.
5. ‘In-house’ can mean superior control & flexibility over your strategy, including the ability to change it on the spot.
6. Existing consultants and advisors needn’t be banished permanently – you can choose when and how you wish to employ their services.
7. There is potential to maximise value from the marketing budget, particularly as the tools aren’t expensive.
8. The knowledge is available at little or no cost for those who know what they need.

The value of ‘internalising’ marketing know-how within your business is fundamental to the design of the Frankly eCommerce program.  The result is a guided, on-demand, collaborative strategy that’s available to you and your team for as long as you want it.