I work for an organisation that is at a crossroads with a digital agency and is considering building from within, however, we don’t know what the best practice approach should be. Should we be seeking to bring onboard specialists in each digital area? or a hybrid individual that can do it all – the agency retainer is probably the cost of an employee and they do a lot within that budget but not to timescales and of late the deadlines are getting larger to the point they are affecting the progression of commercial plans in line with business KPIs. With this in mind, I’ve devised a few questions and I’m hoping somebody can help me address them:
Q. What questions should we be asking of ourselves when determining when the right time to move away from the agency will be?
Q. What individual(s) should we be seeking to employ specifically e.g. would it be a digital specialist or a specialist by channel or a hybrid manager?
When leaving an agency, you need to remember that digital marketing and search engine optimization is not an event but a process.
To select a specialist, you must clearly understand the purpose that you want to receive from his services. E.g., you may need a hybrid expert to promote all products and services, but for localization, you may need a structured data and GMB expert.