With the great boom in digital marketing, more and more professionals are submitting to the fact that it is an essential for the marketing success of any company. The common trend is that companies use digital agencies but others are employing junior persons to handle their digital marketing on an in-house basis. An Australian case study concludes that job adverts for in-house digital marketing positions has risen with 220% in the last three months. Junior members are sought and hired ( John Vlasakakis, 2013 ). Yet, ask yourselves, is it really such a good idea to hire a Junior person on an in-house level to perform a duty that could make or break your companies public presence? Many professionals are still uninformed, misinformed or baffled when it comes to the complex and fluctuating world of digital marketing. Therefore, digital marketing experts should be approached.

Social media marketing requires a predetermined strategy. Tweeting random things every few days won’t cut it. Your twitter following will stagnate without a strategy. Even more serious damage could occur; not vigilantly managing your company Facebook page could result in your clients turning it into a cesspit of complaints against you. Complaints that aren’t acknowledged and dealt with breed more complaints.

“The one issue with these companies hiring in-house is that as with anything search related in Australia, the industry moves quite fast. What is popular and works one day may change in a heartbeat.” - John Vlasakakis, 2013

The conditions for search engine optimisation changes with every Google algorithm adaption. Therefore, SEO does not comprise of placing a few links in random places. SEO success results from knowledge and a deep understanding of how search engines work, including staying updated with the frequent alterations in search engine algorithms.

Each of these individual components need to be successful independently as well as in the greater scheme of the strategy, which is to employ each component to complement and promote the other. This requires knowledge, experience, creativity and extensive planning.
A digital marketing company is a professional environment where constant consumption of new information is encouraged, members stay motivated and driven and experience serves as a teacher. This is because a digital agency is only as good as the success of their latest project.

Pairing your in-house employee up with an agency

If you are currently employing an in-house digital marketing person, perhaps it is best to have such a person instructed, managed and monitored by an external agency.

1. Content strategies can be set in place and constantly evaluated by your agency.
2. The implementation could then be performed by the in-house marketer.
3. The agency could provide the in-house marketer with training and guidance when needed.

The legwork behind generating digital content that is informative, target driven, simplified, well positioned and well promoted requires expertise and experience. Digital marketing handled as a token exercise would ether produce little or no results. Worst case, it could even damage your company’s reputation. Consider placing this important and complex operation in the hands of good digital agency.

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