Digital Marketing Make or Buy decisions
Once the setup of operations, technology and user experience are complete, fashion companies need to drive traffic to their website.
There are several ways to achieve this, however it is important to remember that the traffic needs to be qualified which means interested in our products and in the experience that we offer.
Many Fashion companies choose to hire one or more people to carry out some of the Digital Marketing activities while others decide to outsource this task. Whether we decide to make or buy this activities, it’s important to know that the majority of fashion companies have a mix of in-house and third party service providers: they have some people in house to lead the strategy definition and coordinate activities and also they use one or more agencies that carry out the execution of the digital marketing campaigns. The reasons for using an external agency are mainly two:
- first the need for continuous professional updating as there are very frequent innovations and improvements in the digital marketing tools,
- and the other reason is the workload which can be very heavy and therefore agencies are in a better position to scale and handle the peaks of work more easily.