March 28, 2018

In-House vs. Outsourced Marketing Services According to CMOs Worldwide, Jan 2018 (% of respondents)


Results from a survey of CMOs worldwide note 43% of respondents outsource their programmatic marketing tactics. Nearly half of the CMOs polled stated their content marketing is handled both in-house and outsourced.


Data was provided to eMarketer by Newbase.


Data is from the March 2018 NewBase report titled "The Evolving Marketer 2018." 120 CMOs worldwide from various industries were surveyed by Synergy Research and Consulting during November 2017-January 2018. Respondents are senior brand managers who identified their business as B2B (25%), B2C (35%) and both (40%). Respondents identified their business size as SME with fewer than 250 employees (43%) and larger companies with 250+ employees (57%). NewBase is an independent media and marketing consultancy.