McKinsey & Company recently pointed out that companies need to approach digital marketing differently, on a fundamental level. Among their points in “The 7 Habits of Highly-Effective Digital Enterprises” McKinsey notes the ineffectiveness of companies that assign digital marketing to a staffer or set up an internal team. They suggest it is a skill set to be acquired through external resource.
Let’s look at this another way. Social media is the latest marketing touchpoint. Advertising, public relations, direct marketing, web development, and sales promotion are among social media’s predecessors. How many companies attempt to assign those duties to a staffer? Very few. It is arguable that very few companies execute these marketing touch points well internally.
The missing ingredient? The creative talent.
Why creative talent largely resides outside companies is a discussion for another day, but the work of very few in-house departments approaches that of outside agencies. The same applies to social media. Like the others, social media is a distinct and separate marketing skill. Creative acumen is a critical issue in social campaigns as well. Companies that simply push social media off to someone internally run counter to historical precedent and risk falling behind competitively.