根据ANA的新报告“内部机构持续崛起”,78%的受访者表示2018年有某种形式的内部机构,2013年的数字为58%,2008年只有42%的受访者这么表示。
44%的受访者表示,内部广告代理机构是在过去五年内成立的。90%的受访者表示其内部机构的工作量在过去一年中有所增加,其中65%表示工作量增加“很多”。
调查显示,内部机构提供一系列服务,包括战略、传统媒体和网络媒体的创意,以及媒体策划和购买。在过去五年中显着增长的服务包括创意策略、媒体策略、社交媒体,以及广告程序化购买。
成本效率是内部代理机构带来的主要好处,其次是更好的品牌知识,以及灵活性等。
79%的受访者对内部代理机构的工作表示高度满意,其中37%对这些团队的工作“完全满意”。
虽然营销人员越来越倾向于内部,超过一半的工作总量(58%)是在内部完成的,但调查显示90%的受访者仍在与外部机构合作。
其他调查结果
在过去三年中,70%的受访者将以前由其外部机构处理的工作转移到其内部运营,包括内容营销、社交媒体和意见领袖营销。
79%的受访者拥有内部视频制作能力,近五成(49%)在过去五年内建立了自己的内部制作部门。
用于评估内部机构效率的主要关键绩效指标包括成本节约、投放速度和业务绩效。
内部机构面临的最大挑战与管理有关。具体而言,两个主要挑战是管理工作流程和有效资源管理。
该研究还表明,过去五年内部机构提供的专业服务数量显着增加。例如:75%的受访者表示内容营销由内部处理,而2013年的调查则为34%。
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