Darren Goldie gave a keynote on when and where to use agencies versus in-housing marketing functions. He discussed how the digital marketing landscape is changing with new technologies like chatbots, video, and voice search becoming more prominent. Goldie identified five areas - chatbots, short form video, hyperlocal marketing, identity management, and programmatic media buying - where businesses should consider in-housing versus outsourcing functions based on the maturity of the technology. He argued that decisions should be business driven rather than just about marketing and emphasized the importance of using consumer insights, focusing on value over cost, personalizing experiences, managing customer data and identities, and optimizing customer lifetime value.

1. KEYNOTE
Darren Goldie
ADVISORY BOARD MEMBER
VARIOUS MARTECH STARTUPS
LONDON, UK ~ SEPTEMBER 5 - 6, 2018
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONUK.CO.UK | #DigiMarConUK
In-housing or Out-housing in
2019: When and Where to Use
Agencies to Make the Biggest 5
Differences to Your Business

2. Developer Start Ups
Large
Enterprise
Start Ups Agencies Start Ups ???
About Me

3. Changing People
Changing Context
Changing Demand

4. Reasoning

5. It’s not a marketing decision
It’s a business decision

6. Agencies Reflect Their Clients
Marketing is often not business critical

7. 2019 Context

8. • Internet will catch up to
television in 2019 in
terms of hours watched.
• People will spend 2.6
hours a day online
• 45 minutes of an average
person’s internet time
will be spent watching
mobile video.
The Return of TV

9. • According to a study 19% of people
surveyed had a negative perception
of chatbots.
• Further, 33% had a positive view
and 48% were indifferent so long as
their problems were resolved.
• By 2020 85% of customer
interactions are predicted to be
dealt with by chatbots.
Chatbots

10. Staying ahead of Voice Search
• By 2020, 50% of all
searches are expected
to be voice based
• Staying ahead of
customer behaviour
across different devices
• Choices is not free

11. • Studies expect video to account
for a 85% of total internet time
by 2019.
• 54% of internet users already
watch video on a social media
platform monthly
• 67% of live viewers say they are
more likely to purchase a
concert ticket to see a band or
attend an event if they’ve seen a
live stream of a similar event
online.
Video is Going Live
www.socialreport.com

12. • Video & voice ads are the
future
• 65% of ad impressions on
Instagram were the result
of video content, this
number will grow
Snackable Ads
www.socialreport.com

13. Hyper Local
• Facebook stared hyper local
advertising services in 2014
• Google local has driven the
model further
• Local SEO & listings
• New inventory sources across
TV, social & ecommerce

14. Making Decisions

15. Outsourcing & Agencies

16. Long Term Innovation Cycles

17. Sourcing Assessment

18. • Content SEO
• Snack Ads
• Chatbots
• Blockchain
• Social Media Influencers
• Transparency
• Mobile Marketing
• VR/AR
• Voice Search
• AI
• Native Advertising
Sorting Trends

19. 5 Differences you can make

20. Chat Bots
In-House
Out-House
Development
Introduction
Growth
Maturity
Decline

21. Short Form Video Native
In-House
Out-House
Development
Introduction
Growth
Maturity
Decline

22. Hyperlocal Marketing
In-House
Out-House
Development
Introduction
Growth
Maturity
Decline

23. Identity Management
In-House
Out-House
Development
Introduction
Growth
Maturity
Decline

24. Programmatic Media Buying
In-House
Out-House
Development
Introduction
Growth
Maturity
Decline

25. Owning Insights
More Powerful Than Opinion

26. Challenging Business Culture
Creating a Culture of Change

27. Business Platforms Determine Business
Impact & Value for in/out Housing

28. 1) Consumer Centric Insights & Planning
2) Value not Cost Driven Execution
3) Personalised Creatives with Feedback
4) Cross Channel ID Management
5) Focus on Customer Value Management
Summary

29. THANKS