#in-house-marketing

#in-house-marketing

Over the last couple of years, the most interesting thing I have noticed when studying the brands dominating in the digital era is that most of the successful new big market disruptors - those making millions of dollars a month from online ads alone - have risen to fame thanks to their own internal marketing teams. This is especially true for those in the e-commerce space, who have grown predominantly through Facebook advertising.

"A lot of it hinges on [the question of] 'Should I pay my agency to take on these challenges and put the cost there, or do I do it myself?'"

The move is to move influencer marketing in-house to curb costs, improve go-to-market campaign speed and build closer relationships with more than 100 creators. It's part of Blue Apron's larger brand refresh announced earlier this month, which includes plans to "own the feed" on social media with influencer content, user-generated content, organic and paid social to help the meal kit company boost brand awareness, said Raina Enand, head of marketing at Blue Apron.

Part of moving biddable marketing channels in-house is having a deeper understanding of the brand. At an agency, the focus can often be diluted across various clients.